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

Most producers focus a significant amount of promotion on customers at the end of the channel. This helps to stimulate demand and pull the product through the channel of distribution. Pulling is getting customers to ask intermediaries for the product.

Gillette Spent $100 Million in Its First Year of Advertising