Business News 09 INT - Reebok
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Transcript of Business News 09 INT - Reebok
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vocabulary| län ch |
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launch| lɔːn(t)ʃ |
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ad campaign| ød kømˌpeɪn |
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motivate |ˌmoʊdəˈveɪt |
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to take a swipe | swaɪp |
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slogan |ˌsloʊgən |
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strategy |ˌstrødədʒi |
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compete | kəmˌpit |
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competitor|kəmˌpɛdədər|
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purportedly |pərˌpɔrdədli|
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ties | taɪz |
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celebrity endorser | səˌlɛbrədi ɛnˌdɔrs ər
|
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News Article
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Reebok launches new ad campaign
Reebok has launched a new US$30m marketing campaign in the US called "run easy".
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The campaign is to motivate runners to have fun with their exercise, according to reports.
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According to USA Today, one of the company's poster ads takes a swipe at Nike's "Just Do It" slogan with the message "What are you just doing? Run easy."
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"Our job is not to put Adidas and Reebok in a strategy to compete against each other but to find a strategy in which they can fight side by side against all other competitors," Reebok marketing chief Uli Becker told USA Today.
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He also purportedly said that another goal of the campaign was to re-establish Reebok's ties with the female market.
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The campaign includes video and online resources, posters and billboards, and TV ads featuring celebrity endorsers such as the NBA's Allen Iverson, footballer Thierry Henry and track athlete Carolina Kluft.
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Debrief
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launchto release a new
product
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campaigna series of planned
activities intended to achieve a particular
objective or goal
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motivateto encourage
someone to do something
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poster adsa poster ad is a large printed picture used to advertise a
product
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billboarda large poster ad fixed to a
board
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take a swipe atmake fun of
something
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slogana short memorably
phrase used to promote a product
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strategya plan or policy
intended to achieve a particular major aim or
objective
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competeto try to gain an
advantage or to win a game/competition
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competitorsother companies that make or sell similar
products
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purportedlyadverb from the verb “purport” meaning to claim to say or do
something
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goalan aim or objective
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tiesconnections to or relationships with
something
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celebrity endorsera famous person who is
paid to publicly promote a product
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