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

Relative benefits – Help customers understand the unique benefits of your product

C. Deliver brand message to customers

Use traditional media

Make direct comparison with competitive products

No. Year SIC Note
1 1991 3571 Dell has been running ads comparing its computers to Compaq's.
2 1990 3571 Northgate's ads frequently pan competitors: criticize IBM for poorly designed keyboards and Dell for charging more money for less powerful machines.
3 1990 3571 Dell has been running ads mocking Compaq's high prices as "lunacy," and IBM has been publicly boasting that its machines are faster and cheaper than Compaq's.
4 1986 3571 IBM says its new model is 25% more powerful than a comparable DEC machine.
5 2001 3674 The release of a chip called the Athlon in the fall of 1999 changed everything. Developed internally, it ran at higher clock speeds and delivered significantly better scores on most benchmark tests than Intel's Pentium III.
6 1990 4813 US Sprint's new ads play on the AT&T system collapse. MCI doesn't plan to rib AT&T about the mishap in its ads. AT&T is planning to run ads itself, apologizing for the problem and explaining as best as it can what went wrong.
7 1986 5812 To woo hamburger customers, Taco Bell is spending $70 million on a national advertising campaign that calls its restaurants "the cure for common meal." The spots poke fun at hamburgers.
8 1989 7372 In January, Microsoft began an aggressive advertising campaign targeted at Lotus. One ad tweaks Lotus for its lateness in introducing its new version of 1-2-3, and calls the existing version of 1-2-3 obsolete.

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