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


No. Year SIC Note
1 1995 2000 Interstate Bakeries (WonderBread, Hostess) will start to use TV ads to target kids, after not advertising on TV since the 1970s.
2 1989 2085 Carillon tailors several of its print ads for the magazines or regions where they appear. Ex: different ads for Newsweek or Playboy.
3 2002 2095 Starbucks company only spends $30 million annually on advertising or 1% of its revenues just for the new flavors in the summer and product launches throughout the year.
4 1994 2111 The tobacco industry is increasingly focusing its advertising on smokers, instead of the broad masses of viewers & readers who may be indifferent or even hostile to their pitches.
5 1991 2389 To reach young children, Levi used to advertise mostly during Saturday morning cartoons on the networks. Now it also advertises on MTV and a new music channel on cable.
6 2003 2834 Hi-Tech advertises its diabetic products in magazines and Web sites that target diabetic audiences. Hi-Tech has competitors, but no one who does exactly the same thing as it does.
7 2000 3021 Nike and Reebok will launch print ad campaigns that will appear in nontraditional publications. Readers will find more sneaker ads in Gentleman's Quarterly and Cosmopolitan, not just Sports Illustrated.
8 1988 3949 Tennis product demand lagging as tennis lost 40% of aficionados in past decade. Penn says it has 52% of market, Wilson 38%. Wilson limits advertising to tournament programs and tennis magazines. Penn uses more aggressive advertising.
9 1996 4813 Startec promotes its international service to immigrants through stickers, cable TV ads, and booths at community events.
10 1995 5812 Domino's starts an ad campaign directed at young football-watchers.
11 1992 8900 Led Zeppelin targeted a mostly 30-plus crowd by means of a campaign that included ads on such couch-potato favorites as the ESPN and Arts & Entertainment Cable Network channels.

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