In the process of analyzing thc advertising content of the competitors in the personal recreational equipment market, 42 manufacturers were identified using 46 individual advertisements. All of the advertisements were market specific and the attribute identification was determined from the analysis, not in an a-priori manner (See Exhibit 1). In an attempt to condense the original findings and increase their specificity to the footwear market, a second analysis was conducted and several attributes were combined in the following manner. Support and Fit were combined under Support; Performance, Traction, Flexibility, Weight, and Stability and Control were collapsed to form Performance; Breathable/Ventilation, Temperature and Airflow were formed into Ventilation/Temperature; Durability/Ruggedness, Protection and Longer wear were transformed into Durability/Ruggedness; and Dryness and Waterproofing were integrated under Dryness. Comfort, Shock Absorption/Cushioning and Fashion were transferred as separate categories. Additionally the percentage of copy addressing each individual attribute was identified (See Exhibit 2).

Exhibit 1: Personal Recreational Equipment