m Canvas Learning Managemen X a Fal22_BUS-192_23901Advei X \"a; Question 8 - Assignment: Che X C Source Characteristics and ti X + 6 C a eztomheducationcom Assignment: Chapter 6 0 Saved Help Saves. Exlt Submit One ofthe most common approaches to advertising to consumer athletes is to use athlete endorsers in the IMC. The choices about employing endorsers involve several critical decisions In some decisions, Under Armour was not different from many other sports advertisers Under Armour, like many competitors, selected most athletes based on their likability and attractiveness to the buyer. However, Under Armour's strategy deviated from that of a traditional sports advertiser on several dimensions. The foremost issue was to ensure the athlete did not overwhelm the brand. The athlete'sjob was to enhance the brand and Par\" 0' 5 showcase it to buyers, not become the focus of the message Consequently, Under Armour used lesser-known athletes, - leveraged athletes from many different sports, and always ensured that the brand came first. Under Armour's approach was to cooperate with the athlete endorsers more as partners in communicating the message to work together to position the brand as relevant to the consumer athlete. Furthermore, Under Armour chose not to depend on a single celebrity star form one sport but to use multiple athletes from a variety of sports from swimming to skiing and the NBA. This activity is important because IMC managers must determine how to optimize athletes as endorsers for a brand. There are many decisions to be made when using an endorser that can affect a brand's identity: which athletes to use, how many athletes to incorporate, and the overall cost of the program. eak The goal of this activity is to identify how to optimize the use of athlete endorsers so as to not overwhelm the brand with celebrities and to manage the cost of the ads, prim Click the } button to watch the video. Then, answer the questions that follow References L\"? g C Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 8 - Assignment: Chap X C Source Characteristics and the X K C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 6 i Saved Help Save & Exit Submit Required information 8 Which statement is true regarding Under Armour's use of athletes as endorsers? Part 1 of 5 Multiple Choice 3 points 00:40:52 O In the early days of the company, Under Armour hired well known athletes as endorsers to quickly build brand awareness. eBook O In the early days of the company, Under Armour used real athletes who were not well known. Print O Under Armour considers the physical attractiveness of athletes when considering signing them to an endorsement deal. References O Under Armour often creates specific brands of shoes and apparel that are named for a popular athlete. O Under Armour's early success was a result of hiring a few high-profile athletes as endorsers. Mc Graw C Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 9 - Assignment: Chap X C Source Characteristics and the X K C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 6 i Saved Help Save & Exit Submit Required information 9 What was the primary reason behind the way in which Under Armour selected its athlete endorsers? Part 2 of 5 Multiple Choice 3 points 00:40:44 O Under Armour wanted to reduce costs since the company could not afford to pay star athletes. eBook O Under Armour wanted to appeal to both rational and emotional purchase motives. Print O Under Armour could not compete with Nike and Adidas who had already signed nearly all of the star athletes to endorsement deals. References O The company did not believe in using athletes as endorsers. O Under Armour wanted the focus to be on the company/brand rather than the athlete. Mc Graw HillC Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 10 - Assignment: Cha x C Source Characteristics and the X K C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 6 i Saved Help Save & Exit Submit Required information 10 Under Armour relies primarily on which source characteristic when using athletes as brand ambassadors and in its advertisements? Part 3 of 5 Multiple Choice 3 points 00:40:37 O receptivity eBook O expertise Print O power References O attractiveness O similarity Mc Graw Hill