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.

A.
Knowledge: Add knowledge

2.
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
Function

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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