AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv

LxLCu1lvL SuMMA8?
Adldas lncŦ ls a markeLer of sporLs apparel and aLhleLlc shoesŦ 1he Cerman manufacLurerţ
Lhrouah lLs markeLlna sLraLeav whlch resLs on a favorable brand lmaaeţ has evolved lnLo a
larae mulLlnaLlonal enLerprlseŦ ln keeplna wlLh Lhe brand lmaae ls lLs assoclaLlon wlLh Lhe dlsLlncLlve loao
and lLs adverLlslna sloaanţ ƍlmposslble ls noLhlnaŦƍ ln order Lo malnLaln and susLaln Lhls lmaaeţ Lhe
companv makes huae lnvesLmenLs ln adverLlslna and brand promoLlonŦ AL Lhe crlLlcal Llme of alobal
economlc crlslsţ Adldas wlll reacL Lo Lhe consumers' pesslmlsLlc aLLlLude and sLressful emoLlon durlna
Lhls perlodŦ lL mav become a aood chance for Adldas because lL can Lake advanLaae of lLs prevlous
adverLlslna wav of ºlmposslble ls noLhlna" campalan bv sponsorlna sporLs sLars Lo express Lhe corporaLe
phllosophv of arlLţ
deLermlnaLlonţ passlon and humorţ alvlna people more couraae and psvcholoalcal comforL ln face of
economlc crlslsŦ 8uL besldes LhaLţ we also focus more abouL famllv funcLlon especlallv ln Aslan counLrles
whlch emphaslze a loL on famllvţ whlch can provlde carlna emoLlonal communlcaLlonŦ 1hereforeţ from
boLh sLronaŴwllled hero worshlp and waLerŴllke fork envlronmenLţ cusLomers can easllv llnk Adldas
lmaae wlLh noL onlv sLrenaLhţ buL also warmLhŦ 1he preferred medla we choose are 1vţ speclflc
maaazlnesţ ouLdoor and lnLerneLŦ

żplcŽżplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
1Ŧ1 ln18CuuC1lCn
Adldas was formed bv Cerman sporLs apparel bv Lhe founder Adl uassler durlna Lhe 1920'sŦ
Whlle uassler was ln hls moLher's wash room he declded Lo bealn an aLhleLlc shoeŦ AfLer he
made Lhe shoe he had help from hls broLher and Lwelve oLher people Lo produce around 30 handmade
shoes per davŦ 1hese aLhleLlc shoes were made for runnlna and LralnlnaŦ
ºlor over 80 vearsţ Adldas has been parL of Lhe world of sporLs on everv levelţ dellverlna sLaLeŴ ofŴLheŴ
arL sporLs fooLwearţ apparel and accessorlesŦ 1odavţ Adldas ls a alobal leader noL onlv ln Lhe shoe
lndusLrvţ buL also ln Lhe sporLlna aoods lndusLrvŦ Shoes from Lhe Adldas are
avallable ln vlrLuallv everv counLrv of Lhe worldŦ Cddball ls proud Lo carrv quallLv larae slze
Adldasţ" (wwwŦoddballshoeŦcom)Ŧ
8ecenLlv Adldas and Lhe n8A [olned forces and made º1he 8roLherhood"Ŧ º1he 8roLherhood" conslsLs of
1racv McC8adv of 1he PousLon 8ockeLsţ uwvane Wade of 1he Mlaml PeaLţ 1lm uuncan of 1he San
AnLonlo Spursţ Chauncev
8lllups of Lhe ueLrolL ÞlsLons and CllberL Arenas of Lhe WashlnaLon WlzardsŦ When lL came down Lo lL
Adldas and Lhe n8A came up wlLh Lhe sloaan called º8askeLball ls a 8roLherhoodŦ"
1he maln focus of º1he 8roLherhood was Adldas Lo sponsor Lhe n8AŦ 1he wav Lhese slx plavers were
selecLed was bv Lhelr aLhleLlc ablllLv whlch ls whv Lhev are also known as all sLarsŦ 1hen Lhese slx plavers
declded Lo form a serles LhaL would help klds Lo dlscover Lhelr dream bv plavlna wlLh n8A SLarsŦ
A sLrona adverLlslna and publlc 8elaLlon evenLs makes adldas as a worldwlde recoanlzed
brand and lL would be more susLalnable ln Lhe world markeLŦ

żplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
1Ŧ2 PlS1C8? Cl AuluAS
1he companv Adldas was founded ln Lhe earlv 1920s as Cebruder uassler Schuhfabrlkţ ln
Perzoaenaurach ln CermanvŦ Adolf uassler deslaned a palr of sporL shoes ln 1923 and few vears laLer he
and hls broLher 8udolph were selllna speclal shoes for Lennls plavers and beaan
deslan speclflc shoes for dlfferenL sporLsŦ 1he famllv companv spllL ln 1948Ŧ AfLer Lhe spllLţ Adolf (Adl)
uassler founded Adldas and hls broLher 8udolph founded ÞumaŦ 1he LhreeŴsLrlpe loao was deslaned ln
1941 bv Adl uassler and he realsLered lL as a Lrademark for Adldas afLer Lhe spllLŦ
1he sLrenaLh of Adldas was lLs producL lnnovaLlonŦ Adl uassler realsLered more Lhan seven hundred
paLenLsŦ Adldas beaan selllna lLs shoes ln Lhe unlLed SLaLes afLer 1968 and ln few vears Lhe companv
domlnaLed Lhe Amerlcan markeLŦ 1he mosL lmporLanL markeLlna breakLhrouah was Lhe acLlve
promoLlon of alobal sporLlna evenLsţ especlallv Lhe ClvmplcsŦ 1he connecLlon of Adldas Lo Lhe Clvmplcs
has a rlch herlLaaeŦ AL Lhe 1972 Clvmplc aame ln Munlchţ everv offlclal wore AdldasŦ
AcLlvlLlesť manufacLure and dlsLrlbuLlon of LexLllesţ shoes and appllances for sporL and relaLed
producLsŦ Adldas has 107 subsldlarles ln 20 counLrlesţ and exporLs Lo 160 counLrlesŦ LxplolLaLlon of Lhe
realsLered Lrademark ºAdldas" ls made where ever lL ls an opporLunlLvŦ

AcLlvlLles of Lhe companv and lLs subsldlarles are dlrecLed from AdldasŴSalomon ACƌs headquarLers ln
Perzoaenaurachţ CermanvŦÞroducLsť Adldas Ŵ looLwearţ apparelţ and
hardware such as baas and ballsŦSalom on Ŵ WlnLer sporLs lnclŦ sklsţ snowboardsţ snowbladesţ skl booLs
and blndlnasţ lnllne skaLesţ hlklnaţ apparelŦMavlc ŴCvcle componenLsţ8onflre Ŵ Snowboard apparelŦ
Arcƌ1ervx Ŵ CuLdoor apparelţ cllmblna equlpmenLţCllche Ŵ SkaLeboard equlpmenLţ fooLwear and apparelţ
1avlor MadeŴ Adldas Colf Ŵ Colf equlpmenLţ aolf apparelţ aolf shoes and flnallvţ Maxfll Ŵ Colf ballsţ lrons
and accessorlesŦ
ln 1990ţ Adldas was holdlna on Lo [usL a Lwo Lo Lhree percenL share of Lhe uŦSŦ
markeLŦ 8eLween 1988 and 1992 Adldas LoLal sales dropped from nearlv $2 bllllon Lo $1Ŧ7 bllllonŦ ln Lhe
same perlodţ nlke's sales wenL from $1Ŧ2 bllllon Lo more Lhan $3Ŧ4 bllllonŦ lrom belna Lhe uŦSŦ markeL
leader ln Lhe laLe 1970sţ Adldas's markeL share dropped Lo 3 percenL ln 1992Ŧ 1he Luropean markeL
shares dropped whlle nlke's shares arewŦ
Adldas also have had problems wlLh Lhe upsLream value acLlvlLles ln Lhelr value chalnŦ 1radlLlonallvţ Lhe
companv have Lhelr own facLorles and whollv owned subsldlarlesŦ WhaL happened ln Lhe ƌ70s and
forwardţ durlna Lhe Adldas recesslonţ was LhaL Adldas was unable Lo shlp producLs when lL was neededţ
and Lhev had a lona supplv chaln Ŵ lL Look 18 monLhs Lo aeL a new shoe lnLo Lhe markeLŦ

AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
2Ŧ Sl1uA1lCn AnAL?SlS
Adldas AC (pronounced żAPŴdeeŴƌdahsŽŤ ofLen ln Lnallshţ lW8ť AuS) ls a Cerman sporLs
apparel manufacLurer and parL of Lhe Adldas Croupţ whlch conslsLs of 8eebok sporLswear companvţ
1avlor MadeŴadldas aolf companvţ and 8ockporLŦ 8esldes sporLs fooLwearţ Lhe companv also produces
oLher producLs such as baasţ shlrLsţ and oLher sporLs and cloLhlna relaLed aoodsŦ 1he companv ls Lhe
laraesL sporLswear manufacLurer ln Lurope and Lhe second blaaesL sporLswear manufacLurer ln Lhe
worldţ Lo lLs uS rlval nlkeŦ 1he companvƌs cloLhlna and shoe deslans Lvplcallv feaLure Lhree parallel barsţ
and Lhe same moLlf ls lncorporaLed lnLo Adldasƌs currenL offlclal loaoŦ 1he companv revenue for 2008
was llsLed aL t10Ŧ799 bllllon and Lhe 2007 flaure was llsLed aL t10Ŧ299 bllllonţ or abouL uS$13Ŧ6 bllllonŦ
1he slLuaLlon analvsls conslsLs of Lhe markeL Lrend analvsls and compeLlLor analvslsŦ
2Ŧ1 MarkeL 1rend Analvsls
Adldas earn from Lu 877 mllllon ln worldwlde sales Lo Lu 9Ŧ2 bllllon ln Lhe Len vears beLween 1988 and
1998Ŧ 1he markeL demand from Leenaaers who should be Adldas and mosL lmporLanL LaraeL markeL
lncreased verv fasL and Adldas sLarLed Lo expand lLs LaraeLlna markeL Lo vounaer consumers because of
lLs severe compeLlLlon wlLh nlke and 8eebokŦ 1hereforeţ slnce Lhe laLe 1980sţ Adldas has worked Lo
Lransform lLself from a brand of sneakers Lo a producL lnLearal Lo Lhe sporLs culLureŦ uurlna Lhls sLaaeţ
Lhe Adldas brand has become so sLrona as Lo place lL ln Lhe rarlfled alr of recesslonŴproof consumer
branded alanLsţ ln Lhe companv of CocaŴColaţ CllleLLe and ÞrocLor Ǝ CambleŦ Consumers are wllllna Lo
pav more for brands LhaL Lhev [udae Lo be superlor ln quallLvţ sLvle and rellablllLvŦ A sLrona brand allows
lLs owner Lo expand markeL shareţ command hlaher prlces and aeneraLe more revenue Lhan lLs
compeLlLorsŦ WlLh lLs ºlmposslble ls noLhlna" campalan and sLrona producLţ nlke was able Lo lncrease lLs
share of Lhe domesLlc sporLŴshoe buslness from 18 percenL Lo 43 percenLŦ

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AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
2Ŧ2 CompeLlLor Analvsls

Adldas has Lwo laaer compeLlLors nlke and 8ebookŦ 8esldes LhaL lL would have several small
compeLlLorsŦ A SWC1 analvsls would be helpful Lo undersLand Lhe compeLlLlve envlronmenLŦ
SCW1 Analvslsť
A SWC1 analvsls comprlse of sLrenaLhţ Weaknessţ CpporLunlLv and 1hreaLsŦ 1hls four Lrends
are analvze belowŦ
llaureť Adldas expence Lo adverLlslna (bllllon Luro)ţ (SourceŴwwwŦweklpedlaŦora)
S18LnC1PS
-LaraesL lnLernaLlonal porLfollo of sporL ambassadorsŦ
-Sponsors fooLball Leams wlLh maxlmum fan followlna ln lndla and uSAŦ
-PlahesL brand lmaae ln lndla accordlna Lo our survevŦ
WLAknLSSLS
-8lald prlclna sLrucLureŦ
-Cur survev shows nlke behlnd 8eebok Ǝ Adldas ln markeL share ln lndlaŦ
-Pas noL do well ln lndlan subconLlnenL markeLŦ
CÞÞC81unl1lLS
-
Pas a areaL opporLunlLv Lo expand lnLernaLlonal markeLŦ
-
lncreaslna demand on Lhe sporLswearŦ
-
ÞoslLlve and lncreaslna markeL Lrends can lncrease Lhrouah Lhe effecLlve adverLlslnaŦ
1P8LA1S
-
Adldas laraer compeLlLor nlke has a araLer markeL share and havlna a bla budaeL ln
markeLlna acLlvlLvŦ
-

żplcŽ

AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
-
AmounL of compeLlLors lncreaslna dav bv davŦ
2Ŧ3 ComparaLlve Analvsls 1rouah 1he LqulLv Model
8evlew of Lhe equlLv model

LeL's make a shorL revlew Lo remlnd Lhe reader whaL Lhe separaLe blocks or kevwords mean ln
Lhe equlLv modelŦ See flaure belowŦ

AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
2Ŧ2 CompeLlLor Analvsls
Adldas has Lwo laaer compeLlLors nlke and 8ebookŦ 8esldes LhaL lL would have several small
compeLlLorsŦ A SWC1 analvsls would be helpful Lo undersLand Lhe compeLlLlve envlronmenLŦ
SCW1 Analvslsť
A SWC1 analvsls comprlse of sLrenaLhţ Weaknessţ CpporLunlLv and 1hreaLsŦ 1hls four Lrends
are analvze belowŦ
llaureť Adldas expence Lo adverLlslna (bllllon Luro)ţ (SourceŴwwwŦweklpedlaŦora)
S18LnC1PS
-LaraesL lnLernaLlonal porLfollo of sporL ambassadorsŦ
-Sponsors fooLball Leams wlLh maxlmum fan followlna ln lndla and uSAŦ
-PlahesL brand lmaae ln lndla accordlna Lo our survevŦ
WLAknLSSLS
-8lald prlclna sLrucLureŦ
-Cur survev shows nlke behlnd 8eebok Ǝ Adldas ln markeL share ln lndlaŦ
-Pas noL do well ln lndlan subconLlnenL markeLŦ
CÞÞC81unl1lLS
-
Pas a areaL opporLunlLv Lo expand lnLernaLlonal markeLŦ
-
lncreaslna demand on Lhe sporLswearŦ
-
ÞoslLlve and lncreaslna markeL Lrends can lncrease Lhrouah Lhe effecLlve adverLlslnaŦ
1P8LA1S
-
Adldas laraer compeLlLor nlke has a araLer markeL share and havlna a bla budaeL ln
markeLlna acLlvlLvŦ
-
1he newlv born several brands llke CA1ţ CAÞ has lncrease Lhelr adverLlslna budaeL ln
recenL vearsŦ

AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
-
AmounL of compeLlLors lncreaslna dav bv davŦ
2Ŧ3 ComparaLlve Analvsls 1rouah 1he LqulLv Model
8evlew of Lhe equlLv model
LeL's make a shorL revlew Lo remlnd Lhe reader whaL Lhe separaLe blocks or kevwords mean ln
Lhe equlLv modelŦ See flaure belowŦ
8rand equlLv can be deflned as Lhe brand asseLs llnked Lo a brand's name and svmbol LhaL
add Lo a producL or servlceŦ 1hls asseL can be creaLed and analvsed Lrouah Lhe four
dlmenslonsţ brand awarenessţ percelved quallLvţ brand assoclaLlonsţ and brand lovalLvŦ
8rand awareness ls Lhe base Lo affecL Lhe consumer percepLlon and even LasLeŦ Þeople llke
Lhe famlllar and are prepared Lo ascrlbe all sorLs of aood aLLlLudes Lo Lhe lLems LhaL are famlllar Lo LhemŦ

Accordlna Lo uŦ Aaker percelved quallLv ls a speclal Lvpe of assoclaLlonţ parLlv because lL lnfluences
brand assoclaLlons ln manv conLexLs and parLlv because lL has been emplrlcallv shown Lo affecL
proflLablllLv as measured bv 8Cl (8eLurn Cn lnvesLmenL) and sLock reLurnŦ Þercelve quallLvţ ls baslcallv
how Lhe cusLomer percelve Lhe brands quallLv sLaLusŦ 8rand assoclaLlons can be anvLhlna LhaL connecLs
Lhe cusLomer Lo Lhe brandŦ lL can lnclude user lmaalnarvţ producL aLLrlbuLeţ use slLuaLlonsţ
oraanlzaLlonal assoclaLlonsţ brand assoclaLlonsţ and svmbolsŦ 8rand lovalLv ls aL Lhe harL of anv brand's
valueŦ 1he concepL ls Lo sLrenaLhen Lhe slze and lnLenslLv of each lovalLv seamenLŦ
ComparaLlve analvsls
nlke cenLred Lhelr brand equlLv model on Lhe plaLformsţ Lhe endorsemenL focus sLraLeavţ creaLlna a
domlnanL medla presenceţ developmenL of llaashlp sLoresţ nlke1own and subŴ brandlnaŦ 1he Adldas
sLraLeales were based onţ endorsemenL focus sLraLeavţ adverLlslnaţ sponsorshlp proarams focuslna on
ma[or alobal evenLsţ sporLs assoclaLlonsţ and Leamsţ and subŴbrandsŦ
1o creaLe brandaw areness boLh companles have been uslna endorsemenL sLraLeales ln Lhelr brandŴ
bulldlna proaramsŦ WhaL dlffers ls LhaL Adldas focuses on sponsorshlp of Leams and evenLs eŦaŦ naLlonal
Leams and bla sporL evenLs llke Lhe Clvmplc Cames and dlfferenL World Champlonshlp evenLsŦ 1hls wlll
help Lhem Lo creaLe awareness wlLh help from dlfferenL Lvpes of medlaŦ ln conLrasL nlke has Lhelr focus
on lndlvlduals llke MŦ !ordan and 1Ŧ Woods and Lhelr success sLorlesŦ
AbouL Lhe second sLraLeavţadverLlslnaŦ nlke's adverLlslna sLraLeav was Lo creaLe domlnanL presence ln
medlaŦ nlke creaLed medla presence ln several Lrend seLLlna unlLed SLaLes clLlesŦ 1v ads llnklna nlke Lo a
clLv were usedţ buL real drlvers were huae overslzed blllboards and murals on bulldlnas LhaL blankeLed
clLles wlLh messaaes feaLurlna kev nlkeŴsponsored aLhleLesţ noL producLsŦ Adldas Look up Lhe
compeLlLlon wlLh nlke Lhrouah ralslna Lhelr adverLlslna budaeL Lo a level LhaL made lL posslble Lo
compeLe wlLh nlke on Lhe same

8rand equlLv can be deflned as Lhe brand asseLs llnked Lo a brand's name and svmbol LhaL
add Lo a producL or servlceŦ 1hls asseL can be creaLed and analvsed Lrouah Lhe four
dlmenslonsţ brand awarenessţ percelved quallLvţ brand assoclaLlonsţ and brand lovalLvŦ
8rand awareness ls Lhe base Lo affecL Lhe consumer percepLlon and even LasLeŦ Þeople llke
Lhe famlllar and are prepared Lo ascrlbe all sorLs of aood aLLlLudes Lo Lhe lLems LhaL are famlllar Lo LhemŦ
Accordlna Lo uŦ Aaker percelved quallLv ls a speclal Lvpe of assoclaLlonţ parLlv because lL lnfluences
brand assoclaLlons ln manv conLexLs and parLlv because lL has been emplrlcallv shown Lo affecL
proflLablllLv as measured bv 8Cl (8eLurn Cn lnvesLmenL) and sLock reLurnŦ Þercelve quallLvţ ls baslcallv
how Lhe cusLomer percelve Lhe brands quallLv sLaLusŦ

8rand assoclaLlons can be anvLhlna LhaL connecLs Lhe cusLomer Lo Lhe brandŦ lL can lnclude user
lmaalnarvţ producL aLLrlbuLeţ use slLuaLlonsţ oraanlzaLlonal assoclaLlonsţ brand assoclaLlonsţ and
svmbolsŦ 8rand lovalLv ls aL Lhe harL of anv brand's valueŦ 1he concepL ls Lo sLrenaLhen Lhe slze and
lnLenslLv of each lovalLv seamenLŦ
ComparaLlve analvsls
nlke cenLred Lhelr brand equlLv model on Lhe plaLformsţ Lhe endorsemenL focus sLraLeavţ creaLlna a
domlnanL medla presenceţ developmenL of llaashlp sLoresţ nlke1own and subŴ brandlnaŦ 1he Adldas
sLraLeales were based onţ endorsemenL focus sLraLeavţ adverLlslnaţ sponsorshlp proarams focuslna on
ma[or alobal evenLsţ sporLs assoclaLlonsţ and Leamsţ and subŴbrandsŦ
1o creaLe brandaw areness boLh companles have been uslna endorsemenL sLraLeales ln Lhelr brandŴ
bulldlna proaramsŦ WhaL dlffers ls LhaL Adldas focuses on sponsorshlp of Leams and evenLs eŦaŦ naLlonal
Leams and bla sporL evenLs llke Lhe Clvmplc Cames and dlfferenL World Champlonshlp evenLsŦ 1hls wlll
help Lhem Lo creaLe awareness wlLh help from dlfferenL Lvpes of medlaŦ ln conLrasL nlke has Lhelr focus
on lndlvlduals llke MŦ !ordan and 1Ŧ Woods and Lhelr success sLorlesŦ
AbouL Lhe second sLraLeavţadverLlslnaŦ nlke's adverLlslna sLraLeav was Lo creaLe domlnanL presence ln
medlaŦ nlke creaLed medla presence ln several Lrend seLLlna unlLed SLaLes clLlesŦ 1v ads llnklna nlke Lo a
clLv were usedţ buL real drlvers were huae overslzed blllboards and murals on bulldlnas LhaL blankeLed
clLles wlLh messaaes feaLurlna kev nlkeŴsponsored aLhleLesţ noL producLsŦ Adldas Look up Lhe
compeLlLlon wlLh nlke Lhrouah ralslna Lhelr adverLlslna budaeL Lo a level LhaL made lL posslble Lo
compeLe wlLh nlke on Lhe same

AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ AuvL81lSlnC ML1PCu Ǝ MLulA SLLLC1lCn
1he medla LhaL was used of º1he 8roLher Pood" wlll be Lelevlslonţ maaazlnes and lnLerneLŦ
3Ŧ1 Core AdverLlslna ConslderaLlon
1he core adverLlslna facLors of Adldas are as followsŦ 8esldes LhaL a huae amounL of daLa abouL Adldas
adverLlslna relaLed acLlvlLlesŦ As a mulLlnaLlonal companv Adldas have separaLe adverLlslna sLraLeav ln
dlfferenL area of Lhe worldŦ
3Ŧ1Ŧ1 Medla vehlclesť
1he medla vehlcles LhaL were used for Lelevlslon wlll be A8C baskeLball aamesţ 1n1 baskeLball aamesţ
LSÞn baskeLball aames and LSÞn 2 baskeLball aames and LSÞn's SporLs CenLerŦ

1he medla vehlcles LhaL were aolna Lo be used for maaazlnes were SporLs lllusLraLed and LSÞn
MaaazlneŦ 1he medla vehlcles LhaL are use for lnLerneL were LSÞn webslLe (wwwŦespnŦaoŦcom)ţ n8A
webslLe (wwwŦnbaŦcom)ţ Adldas webslLe (wwwŦshopadldasŦcom)ţ SporLs lllusLraLed webslLe
(sporLslllusLraLedŦcnnŦcom)Ŧ
3Ŧ1Ŧ2 AdverLlslna unlLť
When lL came Lo Lhe adverLlslna unlL for Lelevlslon Adldas onlv runsť 30 seconds ads slnce mosL of Lhese
ads are plaved durlna n8A aamesŦ 1he ads ln maaazlnes are full paaeŦ When lL came Lo Lhe lnLerneL ads
are a Lop bannerŦ lor exampleţ on paae flve vou wlll see Lhe ad whlch lL a Lop bannerŦ
3Ŧ1Ŧ3 SeasonallLvť
Slnce º1he 8roLherhood" ls made up of 1he n8A Lhe seasonallLv wlll be durlna Lhe fourLh quarLerŦ 1he
reason for Lhls ls LhaL Lhe baskeLball season bealns ln CcLober whlch ls ln Lhe fourLh quarLerŦ 1he Llme of
dav ln whlch º1he 8roLherhood" would be run on Lelevlslon ls durlna Lhe evenlna whlle Lhe n8A ls
holdlna Lhelr reaular aamesŦ When lL comes Lo Lhe lnLerneL º1he 8roLherhood" ls adverLlse dallv and aL
all LlmesŦ
3Ŧ1Ŧ4 1araeL Audlenceť
When lL came Lo anv producL Lhe audlence ls verv lmporLanLŦ ?ou need Lo know who are aolna Lo be
lnLeresLed ln Lhe producLŦ When lL came down Lo Lhls º1he 8roLherhood" ls mosLlv for bovs aaes 8Ŵ20
and for older malesŦ lor exampleţ on paae four vou wlll see 1MAC [ersev for bovs 8Ŵ20 and older malesŦ
3Ŧ1Ŧ3 AdverLlslna Medla ConslderaLlon
1he reason LhaL Lhls medla was selecLed was because Lelevlslonţ maaazlnes and lnLerneL were Lhe besL
wav ln whlch Adldas were able Lo show Lhere cusLomers Lhelr producLsŦ As vou see below Lhe plcLure on
Lhe Lhlrd paae LhaL savs ºAdldas n8A Shopţ" ln order for Adldas Lo promoLe Lhe º1he 8roLherhood" Lhev
had Lo come up wlLh a sloaan ln whlch Lhev called lL ºn8A ls a 8roLherhoodŦ" 8esldes Adldas have
several Lechnlque ln medla selecLlon whlch have dlscussed ln Lhe followlna secLlonsŦ

żplcŽżplcŽżplcŽżplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ2 AdverLlslna Medla
Commerclal adverLlslna medla can lnclude wall palnLlnasţ blllboardsţ sLreeL furnlLure componenLsţ
prlnLed flvers and rack cardsţ radloţ clnema and Lelevlslon adverLsţ web bannersţ moblle Lelephone
screensţ shopplna carLsţ web popŴupsţ skvwrlLlnaţ bus sLop benchesţ human blllboardsţ maaazlnesţ
newspapersţ Lown crlersţ sldes of busesţ banners aLLached Lo or sldes of alrplanes (ƍloaoŴ[eLsƍ)ţ lnŴ fllahL
adverLlsemenLs on seaLback Lrav Lables or overhead sLoraae blnsţ Laxlcab doorsţ roof mounLs and
passenaer screensţ muslcal sLaae showsţ subwav plaLforms and Lralnsţ elasLlc bands on dlsposable
dlapersţ sLlckers on apples ln
supermarkeLsţ shopplna carL handles (araberLlslna)ţ Lhe openlna secLlon of sLreamlna audlo and vldeoţ
posLersţ and Lhe backs of evenL LlckeLs and supermarkeL recelpLsŦ Anv place an ƍldenLlfledƍ sponsor pavs
Lo dellver Lhelr messaae Lhrouah a medlum ls adverLlslnaŦ
Cne wav Lo measure adverLlslna effecLlveness ls known as Ad 1racklnaŦ 1hls adverLlslna research
meLhodoloav measures shlfLs ln LaraeL markeL percepLlons abouL Lhe brand and producL or servlceŦ
1hese shlfLs ln percepLlon are ploLLed aaalnsL Lhe consumers' levels of exposure Lo Lhe companv's
adverLlsemenLs and promoLlonsŦ 1he purpose of Ad 1racklna ls aenerallv Lo provlde a measure of Lhe
comblned effecL of Lhe medla welahL or spendlna levelţ Lhe effecLlveness of Lhe medla buv or LaraeLlnaţ
and Lhe quallLv of Lhe adverLlslna execuLlons or creaLlveŦ
Adldas use several adverLlslna medla Lo promoLe Lhelr producL ln Lhe markeLplaceŦ ulfferenL
adverLlslna medla use ln Lhe ln Lhe markeL llke commerclal adverLlsemenLţ ÞrlnL medla adverLlsemenLţ
coverL adverLlslnaţ lnfomerclalsţ CelebrlLles adverLlsemenLţ Cnllne adverLlsemenLţ Þubllc LransporL
adverLlsemenLţ eŴmall eLcŦ
3Ŧ2Ŧ1 CoverL adverLlslna
CoverL adverLlslna ls when a producL or brand ls embedded ln enLerLalnmenL and medlaŦ lor
exampleţ ln a fllmţ Lhe maln characLer can use an lLem
or oLher of a deflnlLe brandţ as ln Lhe movleMlnorlL v
8eporLţ where 1om Crulseƌs characLer !ohn AnderLon
owns a phone wlLh Lhenokla loao clearlv wrlLLen ln Lhe Lop cornerţ or hls waLch enaraved wlLh
Lhe8ulaarl loaoŦ AnoLher example of adverLlslna ln fllm ls lnlţ
8oboLţ where maln characLer plaved bv Wlll SmlLh
menLlons hlsConverse shoes several Llmesţ calllna Lhem ƍclasslcsţƍ because Lhe fllm ls seL far ln Lhe
fuLureŦ lţ 8oboL andSpaceballs also showcase fuLurlsLlc cars wlLh LheAudl andMerced esŴ8enz loaos
clearlv dlsplaved on Lhe fronL of Lhe vehlclesŦAdldas also use Lhls adverLlslna LechnlqueŦ
CopvrlahL ť aroupŴ1©bbaºpsLu
1erm Þaper (8Lh SemesLer)
ÞaaeŴ10

żplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ2Ŧ2 1elevlslon commerclals
1he 1v commerclal ls aenerallv consldered Lhe mosL effecLlve massŴmarkeL adverLlslna formaLţ as ls
reflecLed bv Lhe hlah prlces 1v neLworks charae for commerclal alrLlme durlna popular 1v evenLsŦ 1he
ma[orlLles of Lelevlslon commerclals feaLure a sona or [lnale LhaL llsLeners soon relaLe Lo Lhe producLŦ
vlrLual adverLlsemenLs mav be lnserLed lnLo reaular Lelevlslon proarammlna Lhrouah compuLer araphlcsŦ
lL ls Lvplcallv lnserLed lnLo oLherwlse blank backdrops or used Lo replace local blllboards LhaL are noL
relevanL Lo Lhe remoLe broadcasL audlenceŦ Adldas has a larae amounL of 1v commerclal adverLlsemenLs
ln Lhe worldwlde 1v neLwork llke 88Cţ Cnn eLcŦ

3Ŧ2Ŧ3 lnfomerclals
1here are Lwo Lvpes of lnfomerclalsţ descrlbed as lona form and shorL formŦ Lona form lnfomerclals have
a Llme lenaLh of 30 mlnuLesŦ ShorL form lnfomerclals are 30 seconds Lo 2 mlnuLes lonaŦ lnfomerclals are
also known as dlrecL response Lelevlslon (u81v) commerclals or dlrecL response markeLlnaŦ
1he maln ob[ecLlve ln an lnfomerclal ls Lo creaLe an lmpulse purchaseţ so LhaL Lhe consumer sees Lhe
presenLaLlon and Lhen lmmedlaLelv buvs Lhe producL Lhrouah Lhe adverLlsed LollŴfree Lelephone number
or webslLeŦ lnfomerclals descrlbeţ dlsplavţ and ofLen demonsLraLe producLs and Lhelr feaLuresţ and
commonlv have LesLlmonlals from consumers and
lndusLrv professlonalsŦ Adldas arranae several lnfomerclals ln Lhe sporLs based proaramŦ
3Ŧ2Ŧ4 CelebrlLles
1hls Lvpe of adverLlslna focuses upon uslna celebrlLv powerţ fameţ monevţ popularlLv Lo aaln recoanlLlon
for Lhelr producLs and promoLe speclflc sLores or producLsŦ AdverLlsers ofLen adverLlse Lhelr producLsţ
for exampleţ when celebrlLles share Lhelr favorlLe producLs or wear cloLhes bv speclflc brands or
deslanersŦ CelebrlLles are ofLen lnvolved ln adverLlslna campalans such as Lelevlslon or prlnL adverLs Lo
adverLlse speclflc or aeneral producLsŦAdldas use uavld 8ekham as Lhelr brand ambassador and manv
more celebrlLles ln everv realon Lo promoLe Lhelr producLŦ

żplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ3 AdverLlslna approaches
1he poslLlve lmpacL on Lhe markeL of Lhe adldas Crlalnals communlcaLlon approach makes adldas
Crlalnals conLlnue Lhelr successful new creaLlve markeLlna LonallLvŦ 1he lall/WlnLer 2003 campalan lsţ as
Lhe one from Sprlna/Summer 2003ţ phoLoaraphed bv karl Laaerfeld and underllnes adldas Crlalnals'
llfesLvle relevanceŦ
1o CelebraLe CrlalnallLvţ and ln a plavful opposlna manner Lo lasL seasonţ adldas has swlLched from Lhe
black and whlLe SS03 execuLlonsţ hlahllahLed onlv bv Lhe lconlc blue 1refollţ Lo brlahL and eneraeLlc
colours ln lW03 adsŤ an enaaalna creaLlve ldea supervlsed bv adldas Clobal CreaLlve ulrecLor Mlchael
Mlchalskv and vlslonalre's SLephen CanŦ 1he shooLlna Look place aL karl Laaerfeld's sLudlo ln ÞarlsŦ
1he frame of Lhe ads shows humour and LranslaLes Lhe freshness of Lhe ºPlah Lnerav Plah SLvle"
concepLŦ 1he resulL ls a new adverLlslna campalan LhaL clearlv communlcaLes adldas Crlalnals' sLreeL
relevancvŦ Adldas Crlalnals conLemporarv sLreeL wear collecLlons are lnsplred bv Lhe brand's hlsLorlcal
anecdoLesŦ
1he lall/WlnLer 2003 ads wlll break aloballv ln !ulv 2003 lssues of kev llfesLvle and fashlon publlcaLlons
such as kulLţ Þulp and 8lack book as well as maaazlnes such as Arena Pome Þlus and 1een voaueŦ

AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
CCnCLuSlCn
8oLh Adldas and nlke have used Lhe same LheoreLlcal svsLems Lo creaLe Lhelr brand bulldlna proaramsŦ
1he companles are benchmarklna each oLherţ uslna Lhe Lechnlques from each oLhers successesţ when
nlke launched Lhelr subbrand producL Alpha llne whlch was benchmarked on Adldas alreadv launched
subbrand of Lhe LqulpmenL producL llne for Lhe ellLe of sporLs menŦ We can flnd manv slmllarlLles llke
endorsemenLs sLraLeales and Lhe companles adverLlslna sLraLealesŦ WhaL dlffers ln Lhe endorsemenL
sLraLeales ls LhaL Adldas focuses ln sponsorlna Leams and alobal evenLsţ whlle nlke have Lhelr cenLer of
aLLenLlon on sLars ln speclflc sporL llke baskeLball and Mlchael !ordan or ln aolf and 1laer WoodsŦ
AbouL adverLlslna do boLh companles have abouL Lhe same scale and scoop of adverLlslna buL Lhev Lrv Lo
communlcaLe dlfferenL messaaesŦ 1hese messaaes from Adldas lsŤ Lhe onlv one vou compeLe wlLh ls
vour self whereas nlke communlcaLe a provocaLlveţ aaaresslve wlnner aLLlLude whlch can be relaLed Lhe
Amerlcan sporLs aLLlLude º?ou don'L wln sllverţ vou lose aold"Ŧ As we can undersLand Lhe Lwo companles
are almlna aL nearlv Lhe same LaraeLed cusLomer aroup buL wlLh a sllahLlv dlfferenLlaLlon of aLLlLudeŦ
Adldas sLand for a compeLlna and wlnnlna over vour selfŴaLLlLudeţ and nlke sLands for a wlnnlna over
evervone aLLlLudeŦ
We ln Lhe aroup Lhlnk Lhls dlfferenLlaLlon ls based on Lhe dlfferences ln culLure beLween Lhe
Lwo companles and beLween Lurope and uSAŦ
As an overall reflecLlon one can see LhaL Adldas had Lo overcomeţ LhaL Lhe boLh companles had Lhe
same LaraeL aroupŦ Adldas choose a brandŴbulldlna sLraLeav LhaL bullL on Lhe same LheoreLlcal crlLerla's
as nlkeŦ 8uL Lhev creaLed a dlfferenLlaLlon ln ldenLlLv of Lhe brand (see comparlna analvsls ln Lhe
kapferer Þrlsm Model above) compared Lo nlkeŦ
Adldas had Lhe same sLraLeav wlLhln creaLlna equlLv value Lo Lhelr brandŦ 1hev challenaed nlke ln
endorsemenL sLraLeavţ and ln adverLlslnaţ buL wlLh a sllahL dlfference ln communlcaLed messaaeţ bv
dolna lL Lrouah Lhe same medlasŦ 1o dlfferenLlaLe Lhem self and make LoLallv own awareness acLlvlLlesţ
evenLs llke Adldas SLreeLball Challenae was creaLedŦ LvenLs llke Lhose communlcaLed Lhe Adldas brand
around Lhe worldŦ
Accordlna Lo Lhe resulLs and poslLlons Lhe brandŴbulldlna proarams have alven boLh Adldas and nlke ln
Lhe sporL lndusLrvţ one can sav LhaL brandlna have been a LoLallv deLermlnlna facLorŦ Cn Lop of LhaL Lhev
made lL so aood LhaL Lhev are used as models ln hlaher educaLlonŦ

żplcŽżplcŽżplcŽżplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ2 AdverLlslna Medla
Commerclal adverLlslna medla can lnclude wall palnLlnasţ blllboardsţ sLreeL furnlLure componenLsţ
prlnLed flvers and rack cardsţ radloţ clnema and Lelevlslon adverLsţ web bannersţ moblle Lelephone
screensţ shopplna carLsţ web popŴupsţ skvwrlLlnaţ bus sLop benchesţ human blllboardsţ maaazlnesţ
newspapersţ Lown crlersţ sldes of busesţ banners aLLached Lo or sldes of alrplanes (ƍloaoŴ[eLsƍ)ţ lnŴ fllahL
adverLlsemenLs on seaLback Lrav Lables or overhead sLoraae blnsţ Laxlcab doorsţ roof mounLs and
passenaer screensţ muslcal sLaae showsţ subwav plaLforms and Lralnsţ elasLlc bands on dlsposable
dlapersţ sLlckers on apples ln
supermarkeLsţ shopplna carL handles (araberLlslna)ţ Lhe openlna secLlon of sLreamlna audlo and vldeoţ
posLersţ and Lhe backs of evenL LlckeLs and supermarkeL recelpLsŦ Anv place an ƍldenLlfledƍ sponsor pavs
Lo dellver Lhelr messaae Lhrouah a medlum ls adverLlslnaŦ
Cne wav Lo measure adverLlslna effecLlveness ls known as Ad 1racklnaŦ 1hls adverLlslna research
meLhodoloav measures shlfLs ln LaraeL markeL percepLlons abouL Lhe brand and producL or servlceŦ
1hese shlfLs ln percepLlon are ploLLed aaalnsL Lhe consumers' levels of exposure Lo Lhe companv's
adverLlsemenLs and promoLlonsŦ 1he purpose of Ad 1racklna ls aenerallv Lo provlde a measure of Lhe
comblned effecL of Lhe medla welahL or spendlna levelţ Lhe effecLlveness of Lhe medla buv or LaraeLlnaţ
and Lhe quallLv of Lhe adverLlslna execuLlons or creaLlveŦ
Adldas use several adverLlslna medla Lo promoLe Lhelr producL ln Lhe markeLplaceŦ ulfferenL
adverLlslna medla use ln Lhe ln Lhe markeL llke commerclal adverLlsemenLţ ÞrlnL medla adverLlsemenLţ
coverL adverLlslnaţ lnfomerclalsţ CelebrlLles adverLlsemenLţ Cnllne adverLlsemenLţ Þubllc LransporL
adverLlsemenLţ eŴmall eLcŦ
3Ŧ2Ŧ1 CoverL adverLlslna
CoverL adverLlslna ls when a producL or brand ls embedded ln enLerLalnmenL and medlaŦ lor
exampleţ ln a fllmţ Lhe maln characLer can use an lLem
or oLher of a deflnlLe brandţ as ln Lhe movleMlnorlL v
8eporLţ where 1om Crulseƌs characLer !ohn AnderLon
owns a phone wlLh Lhenokla loao clearlv wrlLLen ln Lhe Lop cornerţ or hls waLch enaraved wlLh
Lhe8ulaarl loaoŦ AnoLher example of adverLlslna ln fllm ls lnlţ
8oboLţ where maln characLer plaved bv Wlll SmlLh
menLlons hlsConverse shoes several Llmesţ calllna Lhem ƍclasslcsţƍ because Lhe fllm ls seL far ln Lhe
fuLureŦ lţ 8oboL andSpaceballs also showcase fuLurlsLlc cars wlLh LheAudl andMerced esŴ8enz loaos
clearlv dlsplaved on Lhe fronL of Lhe vehlclesŦAdldas also use Lhls adverLlslna LechnlqueŦ
CopvrlahL ť aroupŴ1©bbaºpsLu
1erm Þaper (8Lh SemesLer)
ÞaaeŴ10

żplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ2Ŧ2 1elevlslon commerclals
1he 1v commerclal ls aenerallv consldered Lhe mosL effecLlve massŴmarkeL adverLlslna formaLţ as ls
reflecLed bv Lhe hlah prlces 1v neLworks charae for commerclal alrLlme durlna popular 1v evenLsŦ 1he
ma[orlLles of Lelevlslon commerclals feaLure a sona or [lnale LhaL llsLeners soon relaLe Lo Lhe producLŦ
vlrLual adverLlsemenLs mav be lnserLed lnLo reaular Lelevlslon proarammlna Lhrouah compuLer araphlcsŦ
lL ls Lvplcallv lnserLed lnLo oLherwlse blank backdrops or used Lo replace local blllboards LhaL are noL
relevanL Lo Lhe remoLe broadcasL audlenceŦ Adldas has a larae amounL of 1v commerclal adverLlsemenLs
ln Lhe worldwlde 1v neLwork llke 88Cţ Cnn eLcŦ
3Ŧ2Ŧ3 lnfomerclals
1here are Lwo Lvpes of lnfomerclalsţ descrlbed as lona form and shorL formŦ Lona form lnfomerclals have
a Llme lenaLh of 30 mlnuLesŦ ShorL form lnfomerclals are 30 seconds Lo 2 mlnuLes lonaŦ lnfomerclals are
also known as dlrecL response Lelevlslon (u81v) commerclals or dlrecL response markeLlnaŦ
1he maln ob[ecLlve ln an lnfomerclal ls Lo creaLe an lmpulse purchaseţ so LhaL Lhe consumer sees Lhe
presenLaLlon and Lhen lmmedlaLelv buvs Lhe producL Lhrouah Lhe adverLlsed LollŴfree Lelephone number
or webslLeŦ lnfomerclals descrlbeţ dlsplavţ and ofLen demonsLraLe producLs and Lhelr feaLuresţ and
commonlv have LesLlmonlals from consumers and
lndusLrv professlonalsŦ Adldas arranae several lnfomerclals ln Lhe sporLs based proaramŦ
3Ŧ2Ŧ4 CelebrlLles
1hls Lvpe of adverLlslna focuses upon uslna celebrlLv powerţ fameţ monevţ popularlLv Lo aaln recoanlLlon
for Lhelr producLs and promoLe speclflc sLores or producLsŦ AdverLlsers ofLen adverLlse Lhelr producLsţ
for exampleţ when celebrlLles share Lhelr favorlLe producLs or wear cloLhes bv speclflc brands or
deslanersŦ CelebrlLles are ofLen lnvolved ln adverLlslna campalans such as Lelevlslon or prlnL adverLs Lo
adverLlse speclflc or aeneral producLsŦAdldas use uavld 8ekham as Lhelr brand ambassador and manv
more celebrlLles ln everv realon Lo promoLe Lhelr producLŦ

żplcŽ
AdverLlslna SLraLeav of Adldasť A comparaLlve SLudv
3Ŧ3 AdverLlslna approaches
1he poslLlve lmpacL on Lhe markeL of Lhe adldas Crlalnals communlcaLlon approach makes adldas
Crlalnals conLlnue Lhelr successful new creaLlve markeLlna LonallLvŦ 1he lall/WlnLer 2003 campalan lsţ as
Lhe one from Sprlna/Summer 2003ţ phoLoaraphed bv karl Laaerfeld and underllnes adldas Crlalnals'
llfesLvle relevanceŦ
1o CelebraLe CrlalnallLvţ and ln a plavful opposlna manner Lo lasL seasonţ adldas has swlLched from Lhe
black and whlLe SS03 execuLlonsţ hlahllahLed onlv bv Lhe lconlc blue 1refollţ Lo brlahL and eneraeLlc
colours ln lW03 adsŤ an enaaalna creaLlve ldea supervlsed bv adldas Clobal CreaLlve ulrecLor Mlchael
Mlchalskv and vlslonalre's SLephen CanŦ 1he shooLlna Look place aL karl Laaerfeld's sLudlo ln ÞarlsŦ
1he frame of Lhe ads shows humour and LranslaLes Lhe freshness of Lhe ºPlah Lnerav Plah SLvle"
concepLŦ 1he resulL ls a new adverLlslna campalan LhaL clearlv communlcaLes adldas Crlalnals' sLreeL
relevancvŦ Adldas Crlalnals conLemporarv sLreeL wear collecLlons are lnsplred bv Lhe brand's hlsLorlcal
anecdoLesŦ
1he lall/WlnLer 2003 ads wlll break aloballv ln !ulv 2003 lssues of kev llfesLvle and fashlon publlcaLlons
such as kulLţ Þulp and 8lack book as well as maaazlnes such as Arena Pome Þlus and 1een voaueŦ
żplcŽ

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¯¯ nff  ¾°–¯ fnf°°n f½f°°–¾   f ¾ ¾ €° n¯½° °¾  ½° € ¾f° fnnf ¾ f  n° ¯ff°   ¾°f  ¾   f°° ¾ ¯    ½°  .

¾n °¾ ¾½½°–nf¾  ½½ ½¾ ¾°–  ¾¾½ °n ¾ ¯f°  f ¾ ¯f–f° ¾  ° ¾½f½ ¾ °n ¾ ¾ ¾€ ¾ ¾  f°° ¾ffn ¾ ¾€f½f° ¾% – © ¾ % ° €– f  ¾ ¯ °¾°¾ f fnff  ¾  f ¾f–  °¾ fnf  ¾ €¯°¾f°  ½f¾¾ °– ¾n °¾ ¯¾nf¾f– ¾¾ ¾ f½f€¯¾f° f°¾  f¾n f° ¾° ¾½¾f   f½ ¾ ¾n ¾°f½½ ¾° ¾½ ¯f ¾ ¾½½°–nff°  ¾%–f ¾°–%  ½ °°–¾ n°€¾ f¯°–f f°    ½¾ ¾ f°   fn¾€  °n ¾f° ¾½ ¯f  n ½¾ °½fn f°  °€ ¾½°¾½f¾    ¯ ¾¾f– –f¯ ¯¾f  ¾°–  ° f¯ f¾ f  ¾°– €€ n ° ¾¾¾°°f¾ @fn°– @¾f  ¾°– ¾ fn ¯  –¯ f¾ ¾¾€¾°f– ¯f ½ n ½°¾f   f° f° ½ n¾ n  @ ¾ ¾€¾°½ n ½°f ½ f–f°¾ n°¾¯ ¾#  ¾€ ½¾  n¯½f°#¾ f  ¾ ¯ °¾f° ½¯°¾ @ ½½¾ € @fn°–¾– ° f½ f¯ f¾ €  n¯ °  €€ n€ ¯ f –¾½ ° °–     €€ n ° ¾¾€ ¯ f f– °–  f°  f€ f  ¾°–  n°¾n f    f¾¾ ¾  ff  ¾°–¯ f½¯  ½ n° ¯f ½fn €€  ° f  ¾°–¯ f¾ ° ° ¯f  n¯¯ nff  ¾ ¯ ° 9°¯ ff  ¾ ¯ °  n f  ¾°– °€¯ nf¾ .

  ¾f  ¾ ¯ ° °° f  ¾ ¯ ° 9 nf°¾½ f  ¾ ¯ °  ¯f n    .

 f  ¾°– .

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¾ ¾nffn °° ° °¾f½°  -f–n f °° ½n°  ¾fn °–f   –f– °  f¯½ €f  ¾°–°€¯¾°      ¯f°nffn ½f  J¯ ¯ °°¾¾.

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½– –½ ' f½¾ @ ¯9f½ % ¯ ¾ % .

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 f –°f f° °f½f€½½¾°–¯f°° f¾¾ f¾° f  f¾f¾¾n €¯  fnf°    n°¾ –– °  n°n  @ €  –f°  ° – n n¾°Jf ¾ f° °–f–°–n f  f¾½ ¾  f  f¾ f.

nf  . f  n.nf¾f° I¾°f #¾ ½ °f° @ ¾°–½fn fff– €  #¾¾ °9f¾  @ €f¯ € f ¾¾¾¯f° f°¾f ¾ € ¾° ¾¾€ #–° –– # n°n ½ @  ¾¾f° f  ¾°–nf¯½f–°fn fn¯¯°nf ¾f  f¾–°f¾#¾    f°n   f¾–°f¾n° ¯½f¾  fn n°¾f °¾½    f° #¾¾nf f° n  ¾  @ f$J° f ¾  f– f°¾¾ ¾€ € ¾ f° €f¾°½ nf°¾ ¾nf¾ 9½f°  fn f¾ f¾¯f–f° ¾¾nf¾ °f¯ 9¾f° @ °I–  ½n  .

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