Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

Company and products – Help customers recognize and recall name of company and its products

Warnings and advice

No. Year SIC Note
1 2003 0 Brand proliferation and quick imitation have decreased the profitability of clever advertising and "breakthrough ideas" like "miracle ingredients" or celebrity associations. Now, brands have to cater to precisely what customers care about.
2 2003 0 Corporations that are local, strive to connect in tangible and intangible ways to the local environment and customers. This allows customers to take pride in successful local companies and express a pride in their purchasing patterns. Firms can relate to the customers by providing a look and feel and brand position that is attentive to the local culture.
3 2003 0 Corporate brands can draw on organizational programs that provide energy to product brands. Citizenship programs and major sponsorships usually span the organization and thus the corporate brand is in much better position to exploit these than product brands. A corporate program is more effective and efficient than one that reaches only one product class.
4 2003 0 To promote a brand in today's market, companies have to examine the long-term profit potential of each customer segment, otherwise, wasted effort can be spent on defining and delivering brands for unnecessary customer segments.
5 1995 2000 The Product Sampling Council states that 50 to 60% of people who are given samples will actually buy the products.
6 1992 2082 After Miller Lite was launched, sales of Miller High Life plunged. The situation might have been avoided by not using the name Miller on the new product.
7 2005 2791 Typestyles in logos and advertising copy serve to influence legibility, memorability and public perception of the brand. Companies need typestyles that suit their images and reflect their intentions. Typefaces are clustered into different categories. The first group is seen as likeable, warm, attractive, emotional and feminine are not especially strong or reassuring despite their aesthetic appeal. The second group comprises fonts defined as interesting, emotional, exciting and innovative which are more effective in edgier campaigns. The third are those that are seen as cold, unattractive, uninteresting and unemotional. They can be used to display characteristics or claims of a counter-cultural or competing brand. The fourth group has the covetable qualities of masculinity and strength. The fifth group is more informal, ranked as interesting, emotional and exciting but can also be considered dishonest, cold and unattractive. The sixth contains readable, common fonts that are less exciting than their counterparts but serve to convey an important, weighty message.
8 1990 2844 P&G's Pert Plus is marketed under different names in different countries (due to trademark restrictions).
9 2005 3500 When Hewlett-Packard uses its customers' names in its advertisements, it deliberately avoids picturing the customer's logo to prevent brand-confusion.
10 2000 3571 Apple made a big mistake earlier this year when it canned the company's longtime freelance educational sales force and brought the effort in-house. The switch in strategy created chaos, according to schools.
11 2001 3651 Personal video recording devices such as TiVo have had very poor sales in the two years since they have been introduced. TiVo and ReplayTV have a low combined 200,000 customers. This is attributed to the fact that personal video recording devices are difficult to market because their technology can be challenging to understand for mass consumers. Unlike other technologically revolutionary devices such as DVD's, PVR's are not a new version of something old and they also cannot be neatly defined under a single category.
12 1965 3711 The backlash against the once-iconic Cadillac began in the 1960s and '70s when WWII veterans began purchasing large Cadillac land cruisers, which were rejected by the generation of Vietnam War protesters because of their waste and size.
13 1991 3711 Cadillac's Cimarron never took off, because customers couldn't pronounce or spell the name. Same with Ford's Merkur. In contrast, Honda's "Accord" captures the essence of the product.
14 1997 3711 Nissan's 'Toys' ad was by many measures the most successful TV commercial of 1996. But Nissan sales fell.
15 2001 4512 Midway Airlines moved from Chicago to Durham in 1995 when AMR's American Airlines closed its hub at the Raleigh-Durham Intl. Airport. Midway immediately had terrible losses but received capital from software moguls and new management.
16 2001 4800 Dropping each other's logos is an important part of the restructured deal between EarthLink and Sprint. By ending their co-branding agreement, EarthLink more firmly establishes its own brand identity.
17 2000 4812 Globalstar's rival, Iridium is now in bankruptcy proceedings after spending $120 million on a marketing campaign. The campaign was unsuccessful because the ads appeared before many phones were actually in the field.
18 2001 5812 In the early 1990's the CEO of Green Mountain Coffee Roasters attempted to break into retail and invested in mail-order catalogs, opened retail stores, hired experienced management, and purchased high-tech packaging equipment that flushes oxygen out of packages and improves shelf life. The company lost a total of $4.7 during fiscal 1993 and 1994. Green Mountain Coffee Roasters left the retail business for the more lucrative wholesale business, closing its 12 stores and losing $1.3 million in 1998.
19 2003 5812 The most loyal patrons tend to frequent the chains with modest advertising budgets. Two sandwich chains, Panera Bread and Subway Restaurants, scored the highest level of commitment in a recent study, with 12% of their consumers wedded to the brand. Meanwhile, the category's biggest ad spenders, McDonald's and Burger King, had consumer-commitment levels of 6% and 4%, respectively. That commitment is far less than other consumer products enjoy. For example, 79% of cigarette users, 78% of beer drinkers, and 71% of coffee drinkers say they commit to certain brands. By contrast, 17% of fast-food consumers patronize one brand; 24% choose brands out of convenience and habit; 25% spread their food dollars across several brands; 27% don't care where they eat, and 7% care but don't like the fast-food choices.
20 1998 7311 Big advertisers are buzzing about new technology that makes ads on the World Wide Web better at grabbing and holding viewers' attention. Colorful banner ads were originally intended to draw a web surfer's mouse onto the banner itself.

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