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This is an enhanced version of the first intermediate Business English News podcast on Reebok’s new marketing campaign. Now you can view pictures and text related to the article on your computer or video iPod (you should also be able to see the images on most video MP3 players and phones).
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vocabulary| län ch |
launch| lɔːn(t)ʃ |
ad campaign| ød kømˌpeɪn |
motivate |ˌmoʊdəˈveɪt |
to take a swipe | swaɪp |
slogan |ˌsloʊgən |
strategy |ˌstrødədʒi |
compete | kəmˌpit |
competitor|kəmˌpɛdədər|
purportedly |pərˌpɔrdədli|
ties | taɪz |
celebrity endorser | səˌlɛbrədi ɛnˌdɔrs ər
|
News Article
Reebok launches new ad campaign
Reebok has launched a new US$30m marketing campaign in the US called "run easy".
The campaign is to motivate runners to have fun with their exercise, according to reports.
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."
"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.
He also purportedly said that another goal of the campaign was to re-establish Reebok's ties with the female market.
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.
Debrief
launchto release a new
product
campaigna series of planned
activities intended to achieve a particular
objective or goal
motivateto encourage
someone to do something
poster adsa poster ad is a large printed picture used to advertise a
product
billboarda large poster ad fixed to a
board
take a swipe atmake fun of
something
slogana short memorably
phrase used to promote a product
strategya plan or policy
intended to achieve a particular major aim or
objective
competeto try to gain an
advantage or to win a game/competition
competitorsother companies that make or sell similar
products
purportedlyadverb from the verb “purport” meaning to claim to say or do
something
goalan aim or objective
tiesconnections to or relationships with
something
celebrity endorsera famous person who is
paid to publicly promote a product
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