The Buddy Lee Campaign

- Name misappropriation means that having a name that has conflict of interest in some ways with another name. The problem with this is that when one brand has a similar name that was more superior in brand value since the past, it will be hard for the brand to change their future image. This is because people will mistakenly perceive the new image formed is the more superior brand instead of the inferior one. The consumers might think it is not possible for the inferior brand to have such good features and tend to believe it must be the superior brand offering it.

2. Describe the visual projection technique used to determine the emotional connection between teen boys and their jeans. What was learned?

- The visual projection technique used to determine the emotional connection between teen boys and their jeans is used in such way where the researchers ask their new target market to identify which image represents what they would want to feel or perceived when wearing a jeans. Through this visual projection technique, the Fallon team was able to learn that their new target market wants the feeling of indestructible when wearing their jeans. This meant that young men focus more on how the jeans would fit them instead of how it will make them look.

3.
What was the media strategy used for the Buddy Lee campaign?

- The Buddy Lee campaign firstly made a six-minute hilarious parody of a documentary explaining the background of Buddy Lee and run it on Comedy Central at 2a.m. Then advertisements on newspapers and other assorted vehicles were used to boost the awareness of their target market. Internet tactics were used afterwards to have advertisement guide target markets to play online Buddy Lee video games. The video games were used to allow target market explore the features and benefits of the product.

4. What is the difference between market share and share of