prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)__________ promotional strategy.

Question

Quizplus · Accepted Answer

The use of national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors is an example of a "pull" promotional strategy, which aims to create demand among consumers for a product or service and then "pull" it through the distribution channel.  This is in contrast to a "push" strategy, which aims to push the product through the distribution channel by promoting it to intermediaries such as wholesalers, distributors, and retailers.

Prescription Drugs Such as Lipitor Have National TV Advertising Campaigns