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 a memorable phrase
|1||1988||2082||In 1976, Miller boosted its advertising budget from $9 million to $29 million dollars. Between 1975 and 1979, Miller's ad budget increased 724%. Miller was the first in industry with extensive marketing. It developed the the line "Tastes great. Less filling."|
|2||2002||2400||Trex sells its non-wood decking products to distributors who in turn sell it to about 3,000 commercial lumber yards. The company focuses on the contractor-installed decking markets because contractors build 70% of all decks and tend to build larger, more elaborate structures. A new print and TV campaign will dub Trex "the deck of a lifetime."|
|3||1991||2834||Nuprin has an ad campaign where Jimmy Connors is urging headache sufferers to "Nupe it with Nuprin." Aging sports starts are becoming more popular in advertising and as product endorsers.|
|4||1993||3711||Subaru's ad campaigns abandoned flattering product shots in TV commercials for showy creative efforts carrying the emphatic, though enigmatic, theme of "What to Drive."|
|5||2003||5812||McDonald's shifted its advertising catch phrase from "You deserve a break today" to "I'm lovin' it."|
|6||2005||5812||Appleby's uses the theme "eatin good in the neighborhood."|
|7||1988||7011||Motel 6 launched a national radio campaign that reportedly increased its market share noticeably, using the theme "We'll leave the light on for ya." Days Inns has commercials on cable TV. Red Roof Inns advertises on TV and radio.|
<< Return to Acquire Steps