m perspective. Post Sales Advertising - Auto Manufacturer Example Exploring industries other than consumer retail uncover other models that use advertising for more than creating interest as highlighted by the Costa model (see Chapter 17). In the automotive manufacturing industry, for example, we find a model where the majority of sales are driven by local dealer organizations who bombard the public with dealer-specific advertisements found on local television, on the radio, and in newspapers. Mass media and big dollar advertising does not play a role in the generation of transactions. However, auto manufacturers do advertise nationally and internationally. What is their objective? For this industry, high- cost, high-image advertising is not created to stimulate business. These companies use advertisements to reassure consumers that the purchase choices they made were the right decisions. Reinforcement, Not Recruitment The basic mission of big-budget national advertising in the auto industry works on the affinity aspect of the customer relationship. Market research has shown, again and again, that the time period from one day to three weeks after the purchase of a car is the time when most consumers question their purchase decision and consider returning the car as a bad choice. To combat this, the auto manufacturers realized that high-prestige, high-value image advertising greatly reduces this post-purchase anxiety. Reinforcement for Telecommunications It has become necessary for the telco's advertising and brand management organizations to explore the roles they play in the creation of a price-based, high-churn environment, in the definition of new products and services that are more churn-proof and, finally, to reevaluate the entire advertising and brand management effort in light of the affinity generated (the objective of reinforcing the buyer's purchase decisions). eXcellence in Telecommunications The Telco Churn Handbook SECOND EDITION TELECOM CRASH COURSE WI-FI and Wi-MAX Digital Wireless Softswitch CDMA 