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

B . Establish reputation for brand

Get professional or third party endorsement

Celebrity

No.	Year	SIC	Note
1	2004	2300	While competitors in the luxury market cut their advertising budgets, Vuiton boosted spending an estimated 20%, with a global ad campaign featuring Jennifer Lopez. However, this increase takes up only about 5% of revenues, half the industry average.
2	1999	2300	In the 1980s when dressing stars was still a novelty, the actors were quite easy to please, bowled over as they were that a famous designer actually wanted to dress them. But by the late 1990s, the tables turned. Designers wooed nominees and presenters with boxes of evening clothes–without any obligation to wear them. In 1997, the record appeared to belong to Lauren Holly, who was married to comedian Jim Carrey at the time, when she received, unsolicited, 56 free gowns from 13 different designers.
3	2002	2389	Shoe designer Sketchers USA gets its name out in part through flashy advertising. Its latest international spring Sport line featured Britney Spears.
4	2001	2389	Oakley has used high-profile endorsements in the Olympics and the movie "X-Men" to effectively advertise their sunglasses. These types of ads offer much exposure for little cost.
5	2001	2721	Launched in 2001, The Week is aimed at the U.S. intelligentsia. The news magazine became a must-read for politicians, celebrities and CEO's who like its smart distillation, presentation and the array of subjects. The average household income of the reader is $137,000. Stories are lifted and compressed from a variety of sources by a team of 20 editors. To market the product, discounts and free subscriptions are given to important celebrities and CEOs in hopes that they will publicly praise the publication.
6	2004	3021	Adidas announced that it has signed basketball star Sebastian Telfiar, who has said he will enter the coming National Basketball Association draft in the U.S. straight out of high school, much like Lebron James, who signed with Nike last year and now plays for the Cleveland Cavaliers.
7	2004	3577	Apple launched a new iPod that displays digital photographs and announced a promotion with rock band U2. This occurred as competitors such as Microsoft and Virgin Group scrambled to introduce digital players to combat Apple's wide lead. The U2 promotion allows Apple to sell U2's collective works of more than 400 songs for $149, a steep discount. This move could stimulate sales of the band's older music. Purchasers of the U2 themed iPod receive a discount on the box set.
8	1896	3751	During the company's early days, Schwinn spent a lot of time on the road looking for bicycle enthusiasts to recruit as salesmen. Then he'd teach them about the quality of his bicycles. In 1896, he signed John Johnson, an emerging star from Minneapolis, to represent Schwinn and ride only his bikes in races. Whenever Johnson and Eck, Johnson's trainer, won, Schwinn bought full-page ads in cycling publications to promote them and his bicycles.
9	1991	3949	Nike uses Nolan Ryan (44) for new ad campaign. Also uses George Foreman (42) the boxer . It uses older athletes to appeal to aging baby boomers.
10	1995	5699	At the height of its popularity in the late 1980s and early 1990s, Oakley's sport sunglasses were fashion icons themselves, particularly among young men, the company's traditional customer base. Oakley's relationship with athletes such as cyclist Greg LeMond made it the envy of the industry in the 1980s.
11	2002	5699	Swatch is launching its biggest ad campaign in years featuring basketball star Shaquille O'Neal to sell its $125 Swatch Skin Chrono.
12	1995	5812	Planet Hollywood's sports cafe plans to feature Andre Agassi's sheared ponytail. Company has hired a "sports mastermind" to answer diners' sports trivia questions. Tennis stars Agassi and Seles, football great Joe Montana are to promote the restaurant.
13	1997	5812	KFC is switching to celebrity based advertising for the first time to try to tackle McDs market dominance.

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