Many people are not familiar wih the benefits and uses of ready mixed concrete, even though they are surrounded by concrete and concrete products every day. Informing the public of these traits is the function of a product image enhancing marketing campaign. The goal is not to promote any specific producer, but the product itself. A good way to get a marketing campaign of this type started is to talk to other ready mix producers and associations in your area to gauge their level of interest and discuss the idea. One such campaign has been introduced by the Wisconsin Ready Mixed Concrete Association (WRMCA). The WRMCA campaign utilizes a logo, theme, and various media, including television, to demonstrate the uses of ready mixed concrete and build public opinion.