Which marketing approach is characterized by generating demand through advertising?

• A. Pushing goods out to resellers.
• B. Direct sales to large institutions.
• C. Pricing strategies for internal efficiency.
• D. Generating demand through advertising.

Answer: (C)

Pull marketing is about generating demand through advertising. By creating awareness and interest in the product among consumers, advertising drives demand at the end customer level. When customers seek out the product, retailers respond by stocking it to meet that demand. This contrasts with pushing, which relies on pushing products through the distribution channel via trade promotions, personal selling, and persuading resellers to stock and push the product onward. Direct sales to large institutions focus on selling straight to organizations rather than consumer advertising, and pricing strategies aimed at internal efficiency deal with costs and margins rather than driving demand. So the approach characterized by generating demand through advertising is pull marketing.