2-4 pagesOrganize with sub headings (Question 1, Question 2, etc.).Case attachedDiscussion Questions Samples1. Under Armour has been very successful in its use of athletes as endorsers for the company/brand. Evaluate the strategy used by Under Armour in selecting and signing athletes to endorsement deals. Why do you think the company has been able to compete so effectively against larger companies such as Nike and Adidas in signing athletes as endorsers?2. Find examples of an advertising message or campaign that uses the company CEO, president or founder as the spokesperson. Do you think this individual is an effective spokesperson for the company? Why or why not?
chapter_6_questions.docx

Unformatted Attachment Preview

Marketing 6010 Advertising and Promotion
Belch & Belch
Week 3: Minor Assignment
Read Chapter 6
Answer the following questions
1. Under Armour has been very successful in its use of athletes as endorsers for the
company/brand. Evaluate the strategy used by Under Armour in selecting and signing athletes
to endorsement deals. Why do you think the company has been able to compete so
effectively against larger companies such as Nike and Adidas in signing athletes as endorsers?
2. Find examples of an advertising message or campaign that uses the company CEO, president
or founder as the spokesperson. Do you think this individual is an effective spokesperson for
the company? Why or why not?
3. Review the three primary source attributes noted by Herbert Kelman and the different
processes by which they can influence attitude and/or behavior change. Find an example of
an advertisement or other type of promotional message that utilizes similarity message.
Define the features and the values of the similarity message.
4. IMC Perspective 6-1 discusses the series of problems Nike has had with some of its endorsers
because of controversies that have arisen in their personal lives. Discuss how the problems
surrounding these endorsers might impact the image and reputation of Nike. How long do you
think Nike should stand by endorsers when they run into personal problems?
a. How does Nike take advantage of negative publicity with celebrities:
https://www.theatlantic.com/business/archive/2018/09/nike-kaepernick/569371/
5. Discuss the rise in popularity of YouTube stars such as Smosh, The Fine Brothers
and PewDiePie among young people. Explain why and how these YouTube personalities can
replace more traditional celebrities such as athletes, actors/actresses, and entertainers as
advertising spokespersons?
6. Visit the website for the Montana Meth Project (www.montanameth.org)and choose three
ads that use various levels of fear in the message. Discuss why each ad may or may not be
effective.

Purchase answer to see full
attachment