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

Use non-traditional advertising in space available to many people

Seek favorable placement in third party media

No. Year SIC Note
1 1991 0 Many companies advertise their products through movies. Ex: Teenage Mutant Ninja Turtles always eat Domino's pizza.
2 1990 2389 Nevica does virtually no advertising. It went through ski magazines and came up with 30 prolific photographers. Nevica offers them free skiwear and $ if they get pictures with Nevica-clad models into major ski magazines.
3 1990 2600 Filofax did practically no marketing until last year. All of its initial publicity came from newspaper and magazine articles.
4 1999 2834 King Pharmaceuticals hopes its sales of the drug Alstace will rise after the HOPE study is published. The trial found that the drug prevented heart attacks and strokes.
5 2000 3577 Leica's sales thrived, thanks largely to word of mouth within the tightly knit world of professional photographers. For several decades Leica did minimal marketing, simply because it did not need to.
6 2002 3711 Hip-hop and rap culture has embraced the Cadillac Escalade SUV, which appears in many rap videos & song lyrics. This is bringing Cadillac an urban customer base that it has never had before.
7 1990 3851 To create a sexier image for its sunglasses, B&L courted fashion influentials. Sent its glasses to magazine style editors and fashion photographers, and hired middlemen to push the glasses into movies.
8 2004 7311 Google focuses on making AdWords easy to use. An advertiser can link his site to an ad in minutes. Ads also appear on websites with which Google has revenue-sharing agreements, such as,, and AdWords is a cost-per-click program, which means advertisers only pay if a potential customer clicks on the ad and goes to the site. Pricing begins at 5 cents per click and goes up based on a keyword's popularity and demand.
9 1998 7371 Cambridge Technology advertises by organizing seminars and dinners around the world. People come to discuss technology issues.
10 1992 8900 Older rock stars are being promoted through news and public-affairs shows, where boomers are watching.

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