Abstract
This document deals with the advertising strategy of Reebook which is analized answering the following questions: 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 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? 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? and: Is this type of communication capable of capturing the attention of Generation X consumers? Explain why or why not?
