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.

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

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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