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 11 - 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%252Films.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 6 i Saved Help Save & Exit Submit Required information 11 Which individual is not one of the endorsers that was used by Under Armour? Part 4 of 5 Multiple Choice 3 points 00:40:30 O skier Lindsey Vonn eBook O NBA star LeBron James Print O NFL quarterback Cam Newton References O MLB star Bryce Harper O swimmer Michael Phelps Mc Graw HillC Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 12 - 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 12 Which statement best reflects Under Armour's perspective regarding the role of athletes as endorsers? Part 5 of 5 Multiple Choice 3 points 00:40:22 O Under Armour endorsers are primarily star athletes from professional football and basketball. eBook O Under Armour views its athlete endorsers as partners not celebrities and it does not rely on a single star as the athlete endorser. Print O Under Armour invests in superstar athletes as endorsers. References O Under Armour does not believe in signing athletes to long-term endorsement deals. O Under Armour views its athlete endorsers as nothing more than paid actors. Mc Graw Hill