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

Exercise 3

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.

How does Vans choose causes for its cause-related marketing?