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Gillette Spent $100 Million in Its First Year of Advertising

Question 252

Multiple Choice

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.

Correct Answer:

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