Sage Video - AMA-TV: Under Armor, the LGBT Community, and Personal Brands

Name: AMA-TV: Under Armor, the LGBT Community, and Personal Brands
Uploaded: 2016-06-25
Duration: 6 min 16 s
Description: This episode of AMA TV discusses the potential of marketing to non-traditional communities. AMA examines the campaign Under Armor, which was tailored to female athletes, and looks at opportunities in LGBT markets.

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Video Type: Case Study

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  Mauricio, R., & Kovacs, E. (Practitioners). (2013). Ama tv 2/25/2013 [Video]. Sage Knowledge. https://doi.org/10.4135/9781473986053
  
  Mauricio, Randall, and Eva Kovacs. "AMA-TV: Under Armor, the LGBT Community, and Personal Brands." In Sage Video. : American Marketing Association, 2013. Video, 00:06:16. https://doi.org/10.4135/9781473986053.
  
  Mauricio, R. and Kovacs, E., 2013. AMA-TV: Under Armor, the LGBT Community, and Personal Brands, Sage Video. [Streaming Video] London: Sage Publications Ltd. Available at: <https://doi.org/10.4135/9781473986053 & gt; [Accessed 11 Dec 2023].
  
  Mauricio, Randall and Eva Kovacs. AMA-TV: Under Armor, the LGBT Community, and Personal Brands. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://doi.org/10.4135/9781473986053. 11 Dec 2023.
  
  AMA-TV: Under Armor, the LGBT Community, and Personal Brands [Streaming video]. 2013. doi:10.4135/9781473986053. Accessed 12/11/2023
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Summary
Chapters
Video Info

Summary

This episode of AMA TV discusses the potential of marketing to non-traditional communities. AMA examines the campaign Under Armor, which was tailored to female athletes, and looks at opportunities in LGBT markets.

Chapter 1: Underlooked Markets
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- Start time: 00:00:00
- End time: 00:06:16

Type of Content: Case Study
Title: AMA-TV: Under Armor, the LGBT Community, and Personal Brands
Publisher: American Marketing Association
- Publication year: 2013
- Online pub date: June 25, 2016
Discipline: Business & Management
Subject: Brand Management & Strategy, Electronic Marketing, Public Relations
Duration: 00:06:16
DOI: https://doi.org/10.4135/9781473986053
Keywords:
athletes, awards and prizes, brand management, brand personality, conferences, demographic analysis, discrimination, equity, gender, gender advertising, gender and advertising, goal setting, knowledge, lesbian, gay, bisexual, and transgender, LGBT, LGBT issues, marketing, marketing (business), minority groups, press releases, professional development, Self-promotion, teams, training, workshops
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Things Discussed
Persons Discussed:
Adrienne Lofton Shaw
Gillian Oakenfull
William L Willkie
Philip Kotler

People
Practitioner: Randall Mauricio
Practitioner: Eva Kovacs

Online ISBN: 9781473986053

Copyright: American Marketing Association, 2013

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  Mauricio, R., & Kovacs, E. (Practitioners). (2013). Ama tv 2/25/2013 [Video]. Sage Knowledge. https://doi.org/10.4135/9781473986053
  
  Mauricio, Randall, and Eva Kovacs. "AMA-TV: Under Armor, the LGBT Community, and Personal Brands." In Sage Video. : American Marketing Association, 2013. Video, 00:06:16. https://doi.org/10.4135/9781473986053.
  
  Mauricio, R. and Kovacs, E., 2013. AMA-TV: Under Armor, the LGBT Community, and Personal Brands, Sage Video. [Streaming Video] London: Sage Publications Ltd. Available at: <https://doi.org/10.4135/9781473986053 & gt; [Accessed 11 Dec 2023].
  
  Mauricio, Randall and Eva Kovacs. AMA-TV: Under Armor, the LGBT Community, and Personal Brands. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://doi.org/10.4135/9781473986053. 11 Dec 2023.
  
  AMA-TV: Under Armor, the LGBT Community, and Personal Brands [Streaming video]. 2013. doi:10.4135/9781473986053. Accessed 12/11/2023
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Video Type: Case Study

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Chapter 1: Underlooked Markets

Things Discussed

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AMA-TV: Under Armor, the LGBT Community, and Personal Brands

Video Type: Case Study

Transcript

Summary

Chapters

Video Info

Chapter 1: Underlooked Markets

Things Discussed

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