2. We work hard to make AE mean: Advertising Expert
We work hard to make AE mean: Advertising Expert. This means a commitment to teaching the fundamentals of marketing – which is all about the basics of Consumer Behavior.

3. If you want to sell or buy mass media – like TV – then you must understand those fundamental rules that govern those masses, and dictate success or failure in Advertising. Those fundamental rules are called Consumer Behavior.

4. We teach facts. Len Middleton, Faculty, University of Michigan
“The Academy of Marketing’s Course is based upon the key fundamentals of marketing and consumer behavior - fundamentals all business owners, marketers, and media professionals must know and understand to truly be successful.”
Len Middleton, Faculty, University of Michigan
Ross School of Business
The Ross School of Business is currently the 4th ranked business school in the U.S. (BusinessWeek).

5. Category Transactional %
Snapshot: Consumer Transactional Percentage (in the Market to buy within 30 day period)
Category Transactional %
Automotive % - 3%
Mattresses %
Jewelry %
Roofing %
Real Estate 4% - 5%
Athletic Shoes 2.5%
Gym Membership 0.8%
Sources listed at end of presentation

6. Less than 5% of the Target are currently in the Market.
95% + of the Client’s Target – and the key to long-term success for any business.
Relational
Consumers
Transactional Consumers
Market
Less than 5% of the Target are currently in the Market.

7. Consumer – that is, Human – Behavior does not follow what businesses want to happen. It does follow rules – but not necessarily the ‘logical’ rules of supply and demand, price and item, features and benefits, etc.

8. The Value Proposition our AEs teach Clients
Our platform of Relational Media is the very best way to engage 100% of your Target Consumers – including those buying today, tomorrow, next month, and 10 months from now…which is the key to success.

9. Demonstrating Your Consumer’s Behavior: The Consumer Track
Life
Situation
Options
Research
Contact
Purchase
Marriage
Old/worn our furniture
Damaged furniture
New Baby
Kids need new furniture
Vacation home
Down-size
Divorce
Advertising
Sales
Relational
Transactional

10. The Answer: The Consumer Track Exercise
Life
Situation
Options
Research
Contact
Purchase
Marriage
Old/worn our furniture
Damaged furniture
New Baby
Kids need new furniture
Vacation home
Down-size
Divorce
Buy new
Borrow from family or friend
Buy used
Reuse old furniture
Advertising
Sales
Relational
Transactional

11. The Answer: The Consumer Track Exercise
Life
Situation
Options
Research
Contact
Purchase
Marriage
Old/worn our furniture
Damaged furniture
New Baby
Kids need new furniture
Vacation home
Down-size
Divorce
Buy new
Borrow from family or friend
Buy used
Reuse old furniture
Go Online
Google
Manufacturer websites\
Consumer review websites
Go to store
Ask friends/family
Advertising
Sales
Relational
Transactional

12. The Answer: The Consumer Track Exercise
Life
Situation
Options
Research
Contact
Purchase
Marriage
Old/worn our furniture
Damaged furniture
New Baby
Kids need new furniture
Vacation home
Down-size
Divorce
Buy new
Borrow from family or friend
Buy used
Reuse old furniture
Go Online
Google
Manufacturer websites\
Consumer review websites
Go to store
Ask friends/family
Compare details of 2 or 3 ‘finalists’
Advertising
Sales
Relational
Transactional

13. The Answer: The Consumer Track Exercise
Life
Situation
Options
Research
Contact
Purchase
Marriage
Old/worn our furniture
Damaged furniture
New Baby
Kids need new furniture
Vacation home
Down-size
Divorce
Buy new
Borrow from family or friend
Buy used
Reuse old furniture
Go Online
Google
Manufacturer websites\
Consumer review websites
Go to store
Ask friends/family
Compare details of 2 or 3 ‘finalists’
Consumers buy from the provider that they FEEL provides the best solution
Advertising
Sales
Relational
Transactional
Hope Track
it is now easy to demonstrate that hoping consumers call a business directly from a commercial, without first having a need and a path to purchase is betting your success on the exceptions – not the rules: an almost guaranteed recipe for failure.