As marketing manager for the new Jump! athletic shoe company, you have a lot of work to do in order to compete with athletic shoe giants like Nike and Adidas. Though your company makes various kinds of athletic shoes, they want to build their brand around basketball shoes. Your marketing campaign must be top notch, and probably feature an up-and-coming basketball star. Nike has LeBron James and Adidas has Derrick Rose. You need to find someone who is a rising, personable star – but not yet a spokesperson for a competitor. Jayson Tatum is your pick, based on his three-point percentage and smart team defense, two talents you will feature in your advertising. It’s been a year since you introduced Jump! shoes and hired Jayson Tatum as your spokesperson. The launch was successful, and working with Tatum has been a very positive experience. Your next move is to decide what to change in your promotion mix. What worked well last year may not work as well this next year. Which three of the following influences will likely lead to changes in the amount of resources you dedicate to each component of the promotions mix?
a. Tatum and the Celtics agree to rookie contract.
b. Your target audience has not changed, but you want to reach a much larger audience segment.
c. The company has grown, so marketing budgets have grown as well.
d. Last year you wanted to build brand awareness, this year you want to seize market share.