advertising policy Intro: Reebok innovative advertising policy and problematic through Micky Pant’s watchful eye. a. Tate case presentation. b. The principle of viral marketing (Buzz). PART ONE - Company presentation 1. The company 2. The market 3. Evolution of market: from athletic to fashion PART TWO – Strategy‚ advertising history‚ and social changes 1. From 1958 to 1982: Classic medias dominance a. Reebok strategy b. Reebok communication process c
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Reebok: Pursuing Generation X Reebok is a global‚ American inspired brand‚ in a highly competitive athletic and sportswear industry‚ committed to creating products and marketing programs that reflect the brand’s unlimited creative potential (Reebok). The 2003 rankings place Reebok in third place of U.S. athletic shoe market share with 13%; Nike dominates at 36% while other athletic brands make up 26% of the U.S. market (Sporting Goods Intelligence). In 1982‚ Reebok was a main component in introducing
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Sport Marketing Reebok (A) Case In this case the core issue is Reebok needs to find a way to dramatically shift Reebok from a fashion athletic to a performance athletic brand through sports marketing and investment in high profile athletes‚ teams and leagues. Currently‚ Reebok is positioning themselves on the traditionally stronger consumer groups‚ which are the 25-29 and 18-24 who have the largest disposable income. Although they must start focusing on getting more male athletes to endorse
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Generation X- The Truths and Misconceptions Generation X- The Truths and Misconceptions While generation X encompasses about 50 million Americans born between 1965 and 1980 ( 1965-1976 depending on the information you look at) The term generation X was a term coined long before the generation came into existence. But what does the term mean? Numerous historical events happened during this time; ranging from Neil Armstrong landing on the moon‚ to U.S troops being sent to Vietnam‚ but that is
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Generation X‚ commonly abbreviated to Gen X‚ is the generation born after the Western post–World War II baby boom ended.[1] While there is no universally agreed upon time frame‚[2] the term generally includes people born from the early 1960s through the early 1980s‚ usually no later than 1981 or 1982.[3][4][5][6][7] The term had also been used in different times and places for various subcultures or countercultures since the 1950s.[8] Generation X: the letter "X" originally suggested the ambiguous
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world clueless. Expectations differ from culture to culture and that is what results in a diversity of norms‚ morals and desires. Cultural expectations influence the way the citizens of that society think‚ talk and act. In Douglas Coupland’s novel‚ Generation X‚ he uses a variety of diverse characters to represent different groups of people born in the time frame of the late 1950’s to the early 1960’s. The novel follows three main characters Andy‚ Dag and Claire who are experiencing hardship at this time
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Before 1987 1987 1988 Communication Objectives Make Reebok as visible as possible - Invest on all kinds of promotional tools‚ such as AD‚ PR‚ SP‚ and sponsorship Increase brand awareness - great attention on advertising Shape strong brand image - Paid star athletes to wear Reebok - Provide potential star free shoes and clothing Create positive brand association - Funded research on injury prevention - Put Reebok shoes on the feet of TV aerobics instructors (instructors
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Generation X and Millennium Generation Travel through time is one of the most enigmatic‚ imaginative‚ and scientifically daring concepts that had occupied the minds of many people centuries ago and will continue into the future. Nonetheless‚ not employing any time-machine contraptions‚ modern archeologists and paleontologists are traveling back in time more than anybody else. They examine the rich iridium layer in Wyoming’s clay deposits and take exploratory tours back to early Cretaceous period
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these misconceptions given to us by other generations? It seems that the voice of Generation X is silent when it comes to political issues these days. When we talk about politics we often wonder what relevance it has on our lives. Many of us feel that politicians are no longer trustworthy. “I am not saying that every politician is corrupt‚” states Mazzaferro‚ it’s just hard to believe what he or she says is true when our generation has witnessed such harsh realities involving
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The Music of Generation X Since the beginning of time the human beings have adored the soothing sounds of music. Music has affected the way people have behaved and dressed throughout different periods of time. Different groups have been formed based upon their preference in music. Take for an example in the music of my generation‚ Generation X‚ there are several different groups oriented by music. In Generation X punks‚ gangs‚ alternative people‚ ravers‚ hippies‚ and pop rockers have all
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