Reebok's advertising strategy

Résumé du document

This document deals with the advertising strategy of Reebook which is analized answering the following questions: Micky Pant can be credited with 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?

To what extent does it complement or replace traditional media e.g.; television, billboards, direct mail, etc.?; Evaluate the Terry Tate commercials. Did they increase recognition of Rebook's brand? Was the central message effective? And memorable? Did it generate a sufficient level of positive attitudes toward the brand?

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? and: Is this type of communication capable of capturing the attention of Generation X consumers? Explain why or why not?

Extraits

[...] Wikipedia. Web . "Viral marketing." Marketingterms.com. Ed. Marketingterms.com. Web . Darian SR Heyman. "The Basics Of Viral Marketing." Clickz.com Nov Web . "Terry Tate Reebok Office Linebacker." Theinspirationroom.com. Web . "Terry Tate and Reebok: Knocking Governor Palin Unconscious (this is funny?)." Thenewagenda.net Oct Web . [...]

[...] It was the first step for controlling and optimizing a viral campaign. Sources "Job de rêve sur une île déserte: candidats dont 1030 frenchies!" Le post. Ed. La rédaction Feb Web . "Perfect Job' Website Overloads." Skynews.com. Ed. Skynews Jan Web. Theresa Howard. "'Viral' advertising spreads through marketing plans." Usatoday.com June 2005. Web . "Viral marketing definition." Ed. [...]

[...] If we look closely the figures in term of brand awareness and brand recognition, it seems nothing really change (Micky Pant leaved surely the marketing service for these poor results in term of concrete figures). It is the same in term of sales and market shares (no increases or changes compare to the competitors on the market). So, this successful advertisement failed at many points and didn't reach its goals. The good buzz (because there was one) was not transformed in interest for the brand, or not enough (people went to the website and consulted the pages). [...]

[...] If we can criticize the global campaign, it is not possible to forget all of this elements: Micky Pant didn't success completely but nevertheless, capt the attention of the generation X consumers and make them active and interested. It was an impressive buzz and a first step for making a great campaign. They didn't success to make the link between his good advertisement and the brand (and it is not a detail when you spend 6 millions of dollars) but the generation X consumers followed the advertisement and its concept. [...]

[...] The generation X consumers has its own characteristics : the consumers are active, they use Internet, the new technologies and love it, they buy online, they want to be part of something, they need to participate and they want to laugh at work and make fun of their professional life. It is a generation which is totally different compare to the last one. Not the same mentality. They have their own dreams and needs. They don't want to be passive and watch the commercials such as stupid people. [...]