Scenario 1-1
In 1996, University of Maryland grad Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. Along with the new product line, says Plank, needs to come a new brand image. "I called our marketing team and said go through this building and find anything that says we are only an apparel brand and throw it away." The company has also pulled all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.
-(Scenario 1-1) Under Armour hopes changing the company's image from an apparel company to a "performance" brand will help increase footwear sales. To make consumers aware of the change, Under Armour designs a number of commercials, print ads, and Internet advertisements all focusing around the company's new motto, and immediately begin to apply them. All of these elements make up a(n)

Question

Quizplus · Accepted Answer

The described elements (commercials, print ads, and Internet advertisements) all fall under the category of advertising, making this a advertising campaign. While an IBP campaign or communication process may include advertising, they are broader terms that encompass all forms of communication and promotion within a company. The term "promotional mix" refers to the overall strategy a company uses to promote its products, not the specific elements within that strategy.

Scenario 1-1 In 1996, University of Maryland Grad Kevin Plank Founded Under