Lisa R. purchased Brand Z running shoes: "I looked online and used the information there to compare the three different brands on features that are very important to me, like arch support, lacing pattern, and cushioning. Based on what I learned, I feel pretty sure about Bran Z, and so I purchased this brand at my favourite sporting goods store."

Hierarchy of Effects type likely used by Lisa R.

You are responsible for Brand X. If you were focused on winning over Lisa R. to your bran, what general marketing strategy might you employ? Why?