Le cas Reebok : "A la recherche de la génération X"

Fiche Marketing & marques Marketing sportif

Date de publication :

10/11/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

5 pages

Niveau :

avancé

Consulté :

23 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

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

Résumé :

Nowadays, competition is very important between companies. It's very important to differ from the competitors concerning the products but also advertisings in order to seduce the consumers. The brand must be innovative in order to win market shares and increase its profits.

For reebok, television was the primary communication medium but nowadays, it's thus imperative to communicate on internet and diversify the media. Internet is a means of communication more and more used by companies in order to seduce the consumers. The competitors of reebok: Nike and Adidas will have to be more creative and more innovative if they want to make a success of a strategy of viral marketing. Generally, companies have a website in order to present their products and can propose online payments, collect information in order to create a prospect database. From now on, the most effective means to increase the fame of the brand and win market shares is to create a Buzz.