This video accompanies Chapter 16
Name of video: Promoting Products Using Integrated and Interactive Marketing Communication, featuring Airwalk
While Watching the Video, Try to Find the Answers to These Questions

1. What did Airwalk's revenue jump from and to in a year's time?
2. What was Airwalk's advertising budget last year?
3. According to Sharon Lee, Account Director at Lambesis, Inc., why did Lambesis tell Airwalk "the strategy must be global?"
4. How did Airwalk develop an advertising campaign that could work globally, without the need for extensive translation and localization?
5. According to Chad Farmer, Creative Director at Lambesis, Inc., what is his firm's definition of Integrated Marketing?
6. What are the three components of Airwalk's chosen brand identity that cut across all the products in their product line?
7. According to Sharon Lee, Account Director at Lambesis, Inc., how many "sell messages" per day are "these kids" (the people in Airwalk's target market)"assaulted with?" What must a company do to reach "these kids?"
8. Did Airwalk use a push strategy or a pull strategy to promote "The Gem," tbe world's first plastic tennis shoe?