Page 510 - Foundations of Marketing

Advertising and Public Relations | Chapter 16 477

Internet Exercise

LEGO Company
LEGO Company has been making toys since 1932 1. Which type of advertising is LEGO Company using on
and has become one of the most recognized brand its website?
names in the toy industry. With the company motto 2. What target audience is LEGO attempting to reach
“Only the best is good enough,” it is no surprise through its website?
that LEGO has developed an exciting and interac- 3. Identify the advertising objectives LEGO is attempting
tive online presence. See how the company promotes to achieve through its website.
LEGO products and encourages consumer involve-
ment with the brand by visiting LEGO’s website at
www.lego.com.

Determining the message that advertising is to commu- 3. Using Table 16.2 as a guide, evaluate the different
nicate to the customer is an important part of develop- types of media and determine which would be most
ing a marketing strategy. A sound understanding of the effective in meeting your promotional objectives (from
various types of advertising and different forms of media Chapter 15 ).
is essential in selecting the appropriate methods for com- 4. What methods would you use to evaluate the effective-
municating the message. These decisions form a critical ness of your advertising campaign?
segment of the marketing plan. To assist you in relat- 5. Review Table 16.4 and discuss possible uses for
ing the information in this chapter to the development of publicity in your promotional plan.
your marketing plan, consider the following issues:
The information obtained from these questions should
1. What class and type of advertising would be most appro- assist you in developing various aspects of your market-
priate for your product? ing plan. Develop your marketing plan online using the
2. Discuss the different methods for determining the adver- Interactive Marketing Plan at www.cengagebrain.com.
tising appropriation.

Vans Masters Communication with the

Skater-Shoe Market

For most people, surfing and skateboarding come to mind of a factory, the style of shoe became popular almost imme-
immediately when they think of southern California culture. diately. Vans rapidly increased its level of popularity by
For 40 years, Vans has embodied the California lifestyle customizing shoes in all different fabrics and designs. The
and remains one of the preeminent skater-shoe compa- Van Dorens secured their local customized shoe business
nies. Founded in Los Angeles in 1966 by Paul Van Doren, by selling plaid shoes to Catholic schools and sneakers with
his brother Steve, and Belgian investor Serge D’Elia, Vans school colors to high school athletes. But when the checkered
quickly became a staple in southern California. Starting with slip-on was donned by Sean Penn and his surfer buddies in
a few versions of the traditional lace-up deck shoe sold out the film Fast Times at Ridgemont High, skaters all over the

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