Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
Knowledge: Add knowledge
Company and products: Help customers recognize and recall name of company and its products
C. Attract attention of customers to brand name.
Use non-traditional advertising in space available to many people
|Kaufmarkt does not advertise in traditional media, but uses only its own publications. At the bakery's entrances are signs advertising nutritive value of products.
|Today, Discover Card will announce that a massive mall to be built next year near Atlanta will name itself "Discover Mills" after the credit card. Retail experts estimate that Discover will pay about $10 million in the next 10 years for the naming rights.
|Providian Financial Corp. uses cable TV and the Internet to offer its credit cards to high-risk candidates, such as college students.
|When it looked as though Internet TV advertising was dead, E*Trade swarmed the Superbowl and the stadium by providing 73,000 fannie cushions, sponsoring the halftime show, and broadcasting its commercial to 132 million TV viewers.
|Weiland's updated its image by replacing its sign in the front, changed the name to Weiland's Fun Center, drove around town with a bowling pin on his car's roof. Sales have risen 10% annually since 1993.
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