Question

As Under Armour expands into new markets with new product offerings, it must be sure to maintain-and maximize-its brand recognition and reputation. Help Under Armour develop and implement its brand strategy. In the United States, Under Armour is commonly associated with baseball and football. In order to penetrate deeper into the marke for Major League Soccer (MLS) fans, it has developed a line of premium jerseys (considered shopping products) that feature the insignias of different MLS teams. One option is to launch a $2 million advertising campaign. Another option is to spend $1.5 millior on advertising and the other $500,0o0 training salespeople at their retail partners about the new products. Which option should they choose? a. Advertising only b. Advertising by producer and personal selling by retailer

Answer 1

1. Interaction will be very considerable and effective means of advertising.
2. Advertising through people will be a greater move, and stands as best strategy.
3. Spending money on advertising is usually every one does.
4. As the Under Armour is already well established in the football category, it won't be new to the customers. People already know about the brand Under Armour, so advertising entirely will not be a good idea. For Under Armour inorder to penetrate into the market, where it already had a good brand image, advertising by producer and personal selling by retailer will be the effective means of advertising.