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

C. Attract attention of customers to brand name

Create an unusual "theme"

Develop a "spokescharacter"

No. Year SIC Note
1 2000 2082 Budweiser has a rich heritage and is the market leader within the beer category. Budweiser can use the heritage using symbols as the Clydesdales and programs such as the campaign against drunk driving and beer in school. The product brands Budweiser and Bud Light can inject energy into the brand by finding new ways to be young and relevant. They break out of the media clutter with different brand building themes such as the lizards, Was-Up, and the others that appear in advertising.
2 1992 3630 Maytag spends a great deal of money on advertising to create strong end user pull. Maytag spends more on advertising per unit sale than any of its competitors,using the lonely repairman.
3 2003 3674 Altera is a chipmaker that started out in 1984 with only 20 employees. It started its business by creating a new chip called a complex programmable logic device. It hired "Mr. Spock" to advertise the device at a trade show.
4 1987 3692 Battery manufacturers are spending millions on advertising. Kodak touts its gold top, Duracell promotes its freshness. Eveready has Brian Bosworth rapping for it.
5 2001 5812 Jack in the Box buys local/regional television spots while other top competitors use national advertising campaigns. It is a more pricey strategy but the ad dollars go further. "Jack" is the character in the television ads. "
6 2001 5812 To appeal to calorie conscious consumers, Subway introduced a line of seven low-fat sandwiches in 1998. To spearhead this campaign, commercials followed college student Jared Fogle's Subway diet. The ads were a success and sales climbed 19% in 2000.

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