Intermediary Customer Purchasing from the Product Producer

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

Knowledge: Add knowledge

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

c. Deliver brand message to customers

Use traditional media

No. SIC Year Note
1 2000 1987 Pet is nothing if not an aggressive advertiser and promoter, spending 13% of sales this year on advertising. 55 to 60% of ad budget on coupons, store displays, and discounts.
2 2043 1990 Malt-O-Meal has indulged in newspaper advertising – previously taboo – and it occasionally indulges in local, limited couponing. Advertising plays up Malt-O-Meal's low prices.
3 2096 1993 Frito-Lay will introduce Doritos Tortilla Thins with a huge multimedia blitz that includes TV and movie-theater commercials, sample giveaways, billboards and coupons.
4 2111 1992 To bring out its new Benson and Hedges brand, Philip Morris is advertising heavily. (The brand will become the nation's second-most-advertised after Marlboro).
5 2111 1993 Philip Morris announced it will boost ad spending this year in connection with its previously announced aggressive price-cutting to gain share.
6 3149 2004 Puma's sporty advertising campaign is trying to remind consumers that it is an athletic brand, not just a trendy sneaker. The relaxed vibe in the ads serves as a striking difference to rival Adidas' intense new "Impossible is Nothing" campaign.
7 7389 1990 Visa's new ad campaign is its first-ever directed to merchants, to convince them that American Express's higher fee to merchants is exorbitant. The ad campaign will be a direct-mail package to 250,000 merchants, asking them to remove all American Express.

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