Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:
A) Pulling.
B) AIDA.
C) Encoding.
D) Pushing.
E) Decoding.

Question

Quizplus · Accepted Answer

This situation is an example of pulling, where the advertising is directed towards the end consumer to create demand and encourage them to ask for the product at retailers.

Gillette Spent $100 Million in Its First Year of Advertising