Skill assessment professional management : Reebok case

Résumé du document

Micky Pant can be credited for introducing a novel and innovative tool into Reebok's advertising strategy. Viral marketing was at the time only superficially understood. How would you explain this technique to an uninformed audience? To what extent does it complement or replace traditional media, e.g. television, billboards, direct mail, etc.?

Extraits

[...] The problem is that the transfer between the ad and Terry and Reebok did not happened. ONAL MANAGEMENT - SKILL ASSESSMENT PROFESSIONAL MANAGEMENT - SKILL ASSESSMEN - 7/10 - Student: Fabien BORDET Teacher: Houcem SMAOUI Assessment: Professional management Date: November MEASURE THE MESSAGE 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? [...]

[...] You have different ways to talk on a community space. You can speak directly, and give a notion of transparency, speak regularly with the same advantage, use an hidden speak with anonymous message but the risk is to be discovered, or speak to opinions leader. Of course, there are some risks. Your message could be changed as it is for a rumour or the arab phone, with very disastrous effect. Then a too powerful campaign could be a problem when it is about rebate or discounts if a limit number has not been clearly explained. [...]

[...] With the new web the viral marketing will be more and more powerful. In this web, people make the content of the pages. The webmaster only provides the skeleton of the page, i.e. youtube, facebook, deezer, wikipedia. The next web 3.0 will be a mobile web. Google is still ready with an S.M.S. service. You receive a S.M.S. when you are physically close to the craftsman's shop who asked for the service. It is a basic version, but applicable to a mobile Internet i n your pocket. [...]

[...] Commercials are perceived less aggressive because they are not sudden. Then, the commercial created a buzz focused on Terry Tate on the most viewed event in the world. Of course it captures attention but more on Terry and Super-ball than on Reebok. To reach Gen X with a viral marketing, Internet is of course the best way. Then, the ad use behaviours and motivations of its target. Gen Xers want to be recognised in their ONAL MANAGEMENT - SKILL ASSESSMENT PROFESSIONAL MANAGEMENT - SKILL ASSESSMEN - 8/10 - Student: Fabien BORDET Teacher: Houcem SMAOUI Assessment: Professional management Date: November company and want reliable colleagues, that is showed by Reebok with caricatures of every people we can show in the ad and that Gen Xers cannot bear. [...]

[...] But for Reebok, it is not. Because the brand awareness is not sufficient and because Reebok do not have the habit to do advertisements like this. Of course the ad is memorable because very fun. Then, this ad reach the 6 rules given above. It gives a funny moment, it provide an easy transfer with a link at the end, it shows a situation very frequent in our word and corresponding to sorts of clichés, you can scale it from small to large. [...]