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"

Use other approach to develop theme

No. Year SIC Note
1 1995 2082 Adolph Coors uses its Web site to imbue its Zima malt drink with a cult-like aura, inviting visitors to receive T-shirts and caps, and penning a serialized story featuring Zima-loving characters.
2 2002 2085 Absolut Vodka has been one of the most profitable spirit brands in the world since they reinvented their campaign strategy with watch works, cheese, baseball bats, yellow cabs, and electronic organizers in the shape of an Absolut bottle. When their campaign started in 1980, they had 0.1% of the U.S. vodka market and imported 740,000 cases a year. Now they have 11.7% of the market and import 39 million cases a year. The company is owned by Sweden's V&S Vin & Sprit.
3 2001 2393 Coach Corp.'s bestselling line is a Signature collection, which is covered in the made-over "C" logo.
4 1990 2800 NutraSweet is widely known for the "branded ingredient" strategy it has used with its sweetener – selling it to beverage makers, for instance, with the provision that the ingredient's logo appear on the final product.
5 2003 2841 Ad agency Ogilvy & Mather has come up with a print and television campaign that expands on the personal testimonials approach of Dove's other products. The ads, which begin running this week, show a series of women enthusiastically recounting how Dove's "weightless moisturizers" softened their hair without weighing it down. Four different print ads feature tresses of hair suspended in the air as if carried by the wind. One tagline reads, "Our new shampoos do more than moisturize. They defy gravity." The ads are designed to target women between the ages of 18 and 49
6 1990 3571 Apple will start a three-month advertising blitz in the US anchored by a new high-concept spot called "Industrial Revelation." Shows college students taking notes, and aims to dispel Apple's image as a maker of computers that work just for desktop use.
7 2004 3663 Samsung which once excelled at churning out low cost designs is bucking the trend with a high gloss marketing campaign.
8 2000 3711 Strong futuristic lines have been applied to everything from concept vehicles to a new ad campaign and streamlined logo. Although this change may appeal to a younger crowd, it goes against most of what a typical Cadillac buyer wants, oversized comfort.
9 2001 5812 Jack in the Box sold 5.5 million "Jack Holiday Ball antenna toppers" that cost 99 cents or are free with a Sourdough Jack combo. The company has sold more than 14 million of these since it started in 1995.
10 2002 7011 Another solution for Choice would be to put money into marketing the brands, some grabby commercials that draw hotel owners as well as travelers. It's most memorable campaign "Celebrity in a Suitcase" featured folks like a retired House Majority Leader.
11 2004 7375 Seeking to compete with its bigger rivals Google and Yahoo, Ask Jeeves search engine plans to soon unveil a redesigned logo and other changes, the centerpiece of which is a "personalized" search feature called MyJeeves.
12 1998 7900 To grab attention, MGM Grand recently installed a $12 million bronze lion statue in front as part of its renovation and expansion. It is working on plans to beef up Hollywood-theme marketing.
13 2005 7922 Mr. Seller, a Broadway musical producer, urged his partners to offer a limited number of $20 front-row tickets to attract a younger crowd to "Rent." For "La Boheme," he incorporated ads into the set. Last year, he marketed "Avenue Q" with e-mails and ads into the set. Last year, he marketed "Avenue Q" with e-mails and ads that said "Warning: Full Puppet Nudity."

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