first, kodak had a clear and consistent marketing message that it communicated to russian consumers through a number of media, including radio, television, and print advertising. the marketing message was based upon the idea of "saving memories" by taking pictures in a quick and easy way. "you press the button and we will do the rest" the ads stated. as it turned out, this was the perfect message for a consumer market that was not used to photography. to complement the core marketing message, kodak spet heavily on promotional campaigns, exhibitions, conventions, sponsored events, and the like, in an attempt to educate consumers and raise awareness of the kodak brand name. for example, in addition to standard media advertisting, kodak owns a traveling photo park with a fleet of hot air balloons that have become very popular in russia.