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

1.
Company and products – Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name

Use non-traditional advertising in space available to many people

Seek favorable placement in third party media

No.	Year	SIC	Note
1	1991	0	Many companies advertise their products through movies. Ex: Teenage Mutant Ninja Turtles always eat Domino's pizza.
2	1990	2389	Nevica does virtually no advertising. It went through ski magazines and came up with 30 prolific photographers. Nevica offers them free skiwear and $ if they get pictures with Nevica-clad models into major ski magazines.
3	1990	2600	Filofax did practically no marketing until last year. All of its initial publicity came from newspaper and magazine articles.
4	1999	2834	King Pharmaceuticals hopes its sales of the drug Alstace will rise after the HOPE study is published. The trial found that the drug prevented heart attacks and strokes.
5	2000	3577	Leica's sales thrived, thanks largely to word of mouth within the tightly knit world of professional photographers. For several decades Leica did minimal marketing, simply because it did not need to.
6	2002	3711	Hip-hop and rap culture has embraced the Cadillac Escalade SUV, which appears in many rap videos & song lyrics. This is bringing Cadillac an urban customer base that it has never had before.
7	1990	3851	To create a sexier image for its sunglasses, B&L courted fashion influentials. Sent its glasses to magazine style editors and fashion photographers, and hired middlemen to push the glasses into movies.
8	2004	7311	Google focuses on making AdWords easy to use. An advertiser can link his site to an ad in minutes. Ads also appear on websites with which Google has revenue-sharing agreements, such as nytimes.com, AskJeeves.com, and aol.com. AdWords is a cost-per-click program, which means advertisers only pay if a potential customer clicks on the ad and goes to the site. Pricing begins at 5 cents per click and goes up based on a keyword's popularity and demand.
9	1998	7371	Cambridge Technology advertises by organizing seminars and dinners around the world. People come to discuss technology issues.
10	1992	8900	Older rock stars are being promoted through news and public-affairs shows, where boomers are watching.

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