Reebok: Advertising and Terry Tate

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“Reebok” case questions

1. How could viral marketing be used to complement or replace traditional media in this case?

In this case, Reebok created “buzz” to attract the potential customers since its markets changed and its target consumers moved their attention away from the traditional media. Therefore, Reebok moved its advertising resource away from magazines and newspapers to online and mobile platform. Moreover, Reebok also advertised at sporting events, such as in NBA basketball games. The ultimate goal of Reebok creating successful viral marketing programs is to create viral messages that appeal to the potential customers and that the programs may have a high probability of being presented and spread by these individuals in their communications with others in a short period of time.

2. Evaluate the Terry Tate commercials. Did they increase recognition of the Reebok brand and significantly help build brand equity? Explain.

Terry Tate was first aired in 2003 at the Superbowl. Terry Tate is an American Football player who has been hired by an office firm to administer punishment to those breaking any of the companies’ rules. The way he administers the punishment is by tackling the perpetrators around the office environment. The story in Terry Tate commercial is about the office drama, and the humor in the ad was fairly conveyed to the target audience - Gen Xers between the ages of 25 and 40. The shots of the Terry Tate commercial performs more usual office tasks like making presentations and celebrating a fellow employee’s birthday to show that Terry is fitting in the office environment. Therefore, Terry Tate commercial may successfully create the resonance among its target audiences in the similar office scenes and moments.

Reebok found that even though there were great amount viewers of its Terry Tate Super Bowl, its sales and market share did not increase at all. The main...
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