Reebok: Advertising and Terry Tate

R Reebok case questions 1. How could viral merchandising 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 locomote their attention out-of-door from the traditional media. Therefore, Reebok locomote 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 selling programs is to create viral messages that appeal to the potential customers and that the programs w pullulateethorn have a high probability of being presented and spread by these individuals in their communication theory with others in a short period of time. 2. Evaluate the Terry Tate mercantiles. Did they change magnitude recognition of the Reebok brand and significantly help build brand uprightness? exempt. Ter ry Tate was first aired in 2003 at the Superbowl. Terry Tate is an American Football player who has been hired by an role firm to grant punishment to those breaking any of the companies rules.The way he administers the punishment is by tackling the perpetrators around the perspective environment. The story in Terry Tate commercial is well-nigh the office drama, and the humor in the ad was fairly conveyed to the target audition 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 employees birthday to yield 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 viewing audience of its Terry Tate Super Bowl, its sales and market share did not amplify at all. The main reason of this les s successful result isin that Reebok brand was not sufficiently mentioned in the ads. Most of the audiences memorized the Terry Tate reference work and this office comedy, but few of them recognized that this commercial was created by Reebok. Obviously, Reebok would not successfullybuild the strong connection between the Terry Tate commercial video with its brand awareness in consumers minds.To sum up, this program did not assist Reebok in earning brand recognition and brand equity since the caprice from Reebok did not generate more money from its products, as consumers believe that a product with a long-familiar name is better than products with less well- noticen names. 3. Was the central message effective? Was it memorable? Did it generate sufficient levels of haughty attitudes towards the brand? Explain. 4. Is this type of communication capable of capturing the attention and influencing Gen X consumers? Explain why or why not.This type of communication is able to charm the a ttention and influence Gen X consumers. In this case, this commercial was an instant hit, nimble across the Internet for months as the hottest office comedy joke to hit the air since Office Space. The humor in the ad that resonated so clearly with its target audience, mostly Gen Xers between the age of 25 and 40, was not ineluctably attributed to the devastating blows which Tate delivered with the greatest of ease, but rather the office vignettes which transpired before Tate moved in for the kill.Clearly, Gen X consumers were fascinated by Terry Tate and they wanted to know more about him. 5. Recommend a possible viral merchandising campaign for Reebok in todays environment. Great idea I love this one, too. This idea will attract the target audiences and make them tough in Me and my Reebok activity. Traveling and photographing are both the hot issues among GEN Xers. Combining these devil factors for the marketing campaign is suitable and it will be appealing to them.