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Analysing the advertisements of Adidas and Reebok

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  1. Discuss the projected images by comparing and contrasting the two different advertisements and the brands themselves
  2. Analyse the techniques employed by the marketer to project these images. Discuss the theories and concepts relating to needs and motivation, personality, perception, learning and attitude
    1. Needs and motivation
    2. Personality
    3. Perception
    4. Learning
    5. Attitudes
  3. Analyse and assess the positioning strategy of both brands with reference to segmentation and the assumed target market
  4. Evaluate the success of the adverts in terms of communications strategy, media strategy and message strategy

This document presents the advertisement campaigns of Reebok and Adidas. Perhaps the most important reason for choosing these brands is that both companies target the same segment of the sportswear market; they aim to sell their products to young, urban and modern followers of fashion and not necessarily avid sportspeople, although Adidas is far more sports-oriented than Reebok. Another reason for my choice is that both campaigns are the biggest campaigns launched by the groups in the last decade. I found both advertisements to be particularly inspiring and persuasive in their own ways. The recent acquisition of Reebok by Adidas irrelevant to this study as the companies is kept separate and continues to pursue entirely different marketing strategies. I would like to introduce the two advertisements that I have chosen. The first is the "Impossible is Nothing" advertising campaign by Adidas and the second is that of Reebok, the "I am what I am" campaign. I would like to point out that, despite the fact that the Reebok advertisement was extracted from a magazine for men and features only male athletes, both campaigns have their respective male and female sections and neither attempts to target males or females in particular; they are indiscriminate of sex as they simply seek to portray the brand image in a new, proud and aggressive light. Along with Nike and Puma, Adidas and Reebok form the Big 4 of urban sports and street wear.

[...] Adidas claims that a benefit of the brand's products is that they help the consumer compete more effectively; they almost serve to make him a better sportsman, whereas Reebok claims that a product benefit is individuality. Both companies use an Umbrella Positioning strategy[15] to create an overall brand image around which various products are featured separately as they both have such varied product lines. Similarly, with such huge amounts invested into their campaigns by both companies, both Adidas and Reebok hope to a certain extend that their consumers will perceive the quality of the brand based upon the extrinsic cue[16] of advertising. [...]

[...] Reebok products promote individuality and authenticity and the company has a much less aggressive image than that of it competition. I believe the am what I campaign to be representative of this brand image. The campaign projects different images than that of Adidas whilst being just as inspirational. am what I also features legendary figures, but unlike Adidas the stars are not unique to the sports industry. In the campaign, rapper 50 cent depicts himself as the ?good guy'. Nelly, another hip-hop artist, calls himself determined, aggressive and grounded, whilst Miri Ben Ari, the ?hip-hop violinist? says she is disciplined. [...]

[...] The need for Reebok products, however, could create a negative goal in which case the avoidance object could be blending in with the crowd; hence consumers would be attracted to the concept of am what I and the individuality this promises. Both campaigns succeed in that they fulfil several needs; Adidas consumers might claim that Adidas clothes fulfil the basic need for protection and modesty but that they also fulfil the need to own safe sportswear. Reebok consumers, on the other hand, aside from claiming that the clothes protect and shield them, might have a range of social needs that Reebok products fulfil, such as fashionability, that might be the prepotent or the overriding need. [...]

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