An advertisement for Stanley brand hammers features a headline, which proclaims, "In a durability test, the competitor's hammer lasted 60 seconds. If you happen to need one for longer than that, buy a Stanley hammer." The advertisement is an element of the promotional mix which is directed towards the ultimate consumer, not towards retailers or wholesalers. This is an example of a __________strategy.

Question

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The advertisement is aimed at convincing the ultimate consumer (i.e. individuals who would use a hammer) to choose Stanley brand hammers over competitors. This is a pull strategy, where the company is trying to create demand among consumers and "pull" them towards their product.

An Advertisement for Stanley Brand Hammers Features a Headline, Which