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
Emphasize unique benefit in message

Sensory benefit

No. Year SIC Note
1 1986 2085 National Distillers spending around $5 million this year on advertising that positions DeKuyper as a superior-tasting brand.
2 1991 2086 Ocean Spray had an ad campaign that emphasized how different it was from orange juice. Sales for the drink were dismal, because people LIKED orange juice. The drink sold better when advertising was changed to portray the drink as a refreshing "change".
3 2001 3089 New technology allows Brunswick to print images and designs on bowling balls. The Viz-A-Balls run at about $140 for plastic, up from $80 for typical balls. The company is selling the balls through an e-commerce website and pro shops. Current advertising remains in bowling publications and shows.

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