Sales promotions remain an important component of an integrated marketing communications program.
Resources:
- Amazon Christmas Commercial
- Working Conditions/Pay Criticism
- Plant Location Controversy
- Public Relations Lessons
Discussion Questions:
- Does the Amazon Christmas Commercial have an effect on how you view the company? Explain your answer.
- Research the criticism regarding working conditions and pay at Amazon. How would you respond to some of the negative publicity? Did the Amazon “blog” help to make the situation better? Did the raise in pay for employees make a difference? Why or why not?
- When Amazon withdrew from its plans to locate a distribution center in the New York/New Jersey area, a series of negative stories emerged. How would you respond to the problems created in that situation?
- Read the public relations lessons article. Has Amazon effectively dealt with the criticisms the company has encountered? Justify your answer.
Clow/Baack 