Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 9

Even though Vans generates $500 million a year in sales, the company uses only a small team to manage the company's advertising and public relations-Stacy and Chris. The Vans PR team (or duo) uses vertical advertising to cater to a core group of consumers. With only a small advertising budget, the team must develop partnerships with its advertisers and use tours and events to spread the Vans culture.

Who does Vans consider to be its core consumers? How does the company reach them with its marketing messages?