Pharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n)__________strategy.

Question

Quizplus · Accepted Answer

The use of advertising to directly target consumers is known as a pull strategy, as it is aimed at pulling consumers towards the product. In contrast, a push strategy would involve marketing to doctors or other healthcare providers to encourage them to prescribe the product. Inertia and intensity are not relevant terms in this context.

Pharmaceutical Companies Historically Marketed Only to Doctors