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 sweatwicking 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 al 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 $1\mathrm{.}1$ percent market share.

$($Scenario $1-1)$ One of Under Armour's new retail outlets in the U$.$S$.$ sends a direct mail piece to $500$ households within a one mile radius of the new store. In the flyer, the store announces the introduction of its new line of basketball shoes and offers several incentives to any customers that may come in to purchase a pair of shoes from the new line. This direct mail piece

is paid for, mass mediated, and an attempt to persuade; therefore, it should be considered advertising.

is not received by a large enough number of people to be considered advertising.

is not part of a campaign, and thus is not considered advertising.

is paid for and an attempt to persuade; however, it is only distributed locally and therefore cannot be considered advertising.