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 decides to sponsor a youth basketball camp to help promote brand awareness for its new shoes. Along with this sponsorship, Under Armour designs new advertisements for the shoes, and even redesigns its website. However, the company soon realizes it has not been sending a consistent message through the various mediums. This attempt at integrated brand promotion will likely be unsuccessful because

Question

Quizplus · Accepted Answer

The scenario mentions that the company's previous efforts lacked a consistent message and coordination, leading to the decision to throw away anything that suggested Under Armour was only an apparel brand. This suggests that coordination is essential to successful integrated brand promotion, and the lack of it will likely make this attempt unsuccessful. The options A, B, and D are not mentioned as factors that will affect the success of the campaign.

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