Reebok : in pursuit of generation X

Extract

[...] The measurement of advertising campaign effectiveness is generally conducted in two stages. The first one is called “pre-advertising measurements” and the second one “measurements after the advertising campaign completion” There can be more stages if the advertising campaign is of long duration. The goal is to have statistics before and after the ad so we really have a basis to work on and extract precise statistics about the advertising effectiveness. The most common indicators are those below: • Brand recognition (spontaneous and aided recognition) • Advertisement recognition (spontaneous and aided recognition) • Media channels effectiveness (where TA representatives came across the advertisement of the analyzed product brand) • What they remember from the plot/content of the advertising message • Understanding of the advertisement (what was the major idea of the advertisement?) • Purchasing the brand over a certain period But there are far many indicators that help market researchers: • Analysis of changes in awareness, attitude and consumption of advertised products as a result of an advertising campaign • Shares and structure of consumers, coming across the advertisement • Comparison of effectiveness of different media channels • Evaluation of which elements of the advertisement consumers remember in the first place • Evaluation of how advertising influences the product sales • Enhancement of future advertising campaigns effectiveness and of the advertising budget accordingly” This gives a great preview of how effective the campaign has been and an idea on how much the company is going to gain in terms of image, recognition, and sales revenue. [...]

[...] What was he promoting/selling?” It is clear that the commercial has left a mark. It has also already paid for itself within three days. It projected a cool image to Reebok which surely helped them with the Gen Xers. But there were evident mistakes. The lack of Reebok's distinctive signs missed the opportunity to increase brand recognition and awareness dramatically. Also the ad was not linked with any commercial operation, which could have represented a relay in the mind of the message receivers in order to bring them towards Reebok. [...]

[...] The numbers are the proof of the importance of such a characteristic. By extension we can say that this type of communication is also capable of capturing the attention of the 18-25 year olds (more likely to be boys). Even if they are not so familiar with the work environment, they love funny ads and sports. This ad is indeed a perfect mixture for them. As a conclusion, we can say that the Terry Tate campaign has definitely all the ingredients to seduce Generation X. [...]

[...] It is linked with the viral marketing. A buzz occurs when the viral phenomenon is tremendous, and the message, or commercial is successful among receivers and makes them talk a lot to their network about it. It helps spreading a message more widely, sometimes worldwide, which is good for the brand recognition. It is generally issued from the online world. Internet represents a huge step forward for viral marketing, owing to the speed of information flow. I don't think viral marketing will replace traditional media. [...]

[...] Profits could have been increased dramatically. I think most would agree that, from this perspective, the Terry Tate commercials were brilliant but short-sighted. As a conclusion, I would say that the central message was really memorable, and effective in the way that it generated interest in the receivers' minds. They went by millions to the Terry Tate and Reebok websites to download the full clip. For the brand, the message was not so effective because only 55% of the people exposed remember that it was a Reebok ad. [...]