- D. The Marketing Funnel
212. Advertisers use the different ad channels described—search, display, and social media—to accomplish different marketing goals, sometimes within the same campaign. Those objectives often are correlated to the ad channel’s unique features.
213. “The purpose of advertising is to capture consumers’ attention and drive them through to a point of conversion, and conversion is to purchase a product or service.” Id. at 3815:69 (Lowcock). Marketing professionals in industry and academia have used a “funnel,” pictured below, as a visual depiction of the consumer journey from awareness to purchase.
UPXD103 at 7; Tr. at 3815:11-13 (Lowcock) (summarizing the funnel as “[d]riving awareness, capturing intent, driving consideration, and driving a decision to purchase”).
214. The upper funnel focuses on generating consumer inspiration and awareness of the product. Tr. at 5121:16-25 (Booth) (e.g., “getting people thinking about performing a [home-improvement] project”); id. at 3816:10-11 (Lowcock). In the middle is the consideration phase, where the consumer evaluates a class of products or a particular product. Id. at 5122:9-10 (Booth); id. at 3817:24–3818:2 (Lowcock) (“The middle part of the funnel is to try and drive some sort of
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