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

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) One person receives a direct mail piece from Under Armour that offers a free poster of basketball star Brandon Jennings wearing a pair of the company's new shoes and thinks the offer is pretty cool.Another person receives the same direct mail piece and immediately throws the offer in the trash. The differing interpretations are most likely the result of

A) differing content.
B) the salient social networks of the recipients.
C) incorrect target marketing.
D) the rules and regulations of the direct mail medium.