Author Question: If you had been a Reebok official at the time, what actions, if any, would you have suggested that ... (Read 48 times)

PhilipSeeMore · **on:** Aug 11, 2018

If you had been a Reebok official at the time, what actions, if any, would you have suggested that the company take to end the problem and repair the damage?

What will be an ideal response?

Question 2

How is a product's name part of an IMC campaign?

What will be an ideal response?

abctaiwan · **Reply #1 on:** Aug 11, 2018

Answer to Question 1

The company needed to articulate its values in both word and deed. It would not
have been enough to say We're sorry and We oppose the abuse and
exploitation of women. On the heels of this incident, it would have been a good
time to make a very public commitment to supporting programs for abused
women and children. Reebok could also have demonstrated a sense of humor by
poking some fun at itself. Image a contest along these lines: Hey, if this is the
best we can do, why not let our customers name the shoe?

Answer to Question 2

The hallmark of IMC is consistency in messages across media. The product name
is a central part of that message.