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

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

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Abstract

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".

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.?
Evaluate the Terry Tate commercials. Did they increase recognition of Rebook's 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?
Is this type of communication capable of capturing the attention of Generation X consumers? Explain why or why not.

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[...] 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. [...]

[...] So the difficulty consists in how to know precisely what part does each media takes in consumer's final decision 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? The Reebok's web site has existed for several years but there were only few active members. Today the value of a website is actually measured by the number of potential customers it can generate. So the web site must be attractive, interesting, useful, practical and . [...]

[...] It is important that Reebok study closely frequentation and audience of its website pages in order to know who, how, why and from where come to the website. This information is extremely important because thanks to that company can provide better service to consumer. For the first time people might come to download the video or picture but if the web site is done well the next time they will come for something else, they might advice it to others and so on. [...]

[...] So the brand takes benefit not only from the fast and cheap communication but this technique allows also getting closer to its target.[1] Viral marketing can be defined as a new way of advertisement where the consumer has an active role. New generation audience has had its fill of a classical advertising. They feel skepticism about usual advertising claims and they do not really believe in its values. Companies have understood that and started to look for new solutions to catch consumer's attention in order to promote brand awareness. [...]

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