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A viral advertising campaign: "Terry Tate" launched by Reebok in 2003

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documents in English
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case study
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  1. Micky Pant can be credited with introducing a new (at the time) and innovative tool into Reebok's advertising strategy. Viral marketing was at the time only superficially understood. How would you explain this technique to a lay audience? To what extent does it complement or replace traditional media e.g.; television, billboards, direct mail, etc.?
  2. Evaluate the Terry Tate commercials. Did they increase recognition of Rebook's brand?
  3. Considering some of the traditional indicators of advertising effectiveness mentioned above, to what extent should they be relied on in the Terry Tate ? Reebok Case?
  4. Is this type of communication capable of capturing the attention of Generation X consumers? Explain why or why not.

Today the sporting shoes and apparel market is highly competitive and has reached the maturity stage. At this level companies have to differentiate their offer in order to win new market shares or at least keep their position. This differentiation must be done on two levels: product differentiation and image differentiation. This means that brands have to clearly understand consumers' needs in order to adapt the offer. Today brands are expected to be innovative. The new generation does not have same habits as their parents. They don't have same values, don't laugh at same things and they consume in a different way. This new generation is called Generation X. Reebok understood that they must change and innovate and they have tried to do that. From the beginning, for Reebok as for its competitors, television has been the main media used for the communication. But in 2003 Reebok decided to change their communication strategy and they started to communicate on the internet by creating a famous buzz "Terry Tate".

[...] Considering some of the traditional indicators of advertising effectiveness mentioned above, to what extent should they be relied on in the Terry Tate Reebok Case? Is this type of communication capable of capturing the attention of Generation X consumers? Explain why or why not? 6 CONCLUSION 7 BIBLIOGRAPHY Micky Pant can be credited for introducing a novel (at the time) and innovative tool into Reebok's advertising strategy. Viral marketing was at the time only superficially understood. How would you explain this technique to a lay audience? [...]


[...] Strengths Weaknesses Well adapted humour to the target; Brand's message is not clear; Strong impact in a short time Difficulty for the brand to make (Generation X does not have many felt its presence without becoming time they want maximum information a traditional ad; in minimum time); Risk that people dislike the video Easy to share with and transfer this feeling to the People recognize themselves in the brand; video; People easily express their People spend many time on the feelings on the internet so one computer; dissatisfied person does not New generation is hesitant towards represent the potential loose of traditional advertising so they 10[5] consumers (rule of consumer's appreciated withdraw of the brand satisfaction in the traditional in the video; marketing) but much more; By creating different episodes Reebok managed to provoke people's curiosity; Generation x is more sensitive to pictures. [...]

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