When the Kellogg Company changed to a push strategy,they spent more money on consumer advertising designed to build brand awareness so that shoppers will ask for the products.

Question

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A push strategy involves focusing marketing efforts on the next party in the distribution channel (e.g., retailers or distributors), not on consumer advertising. Consumer advertising to build brand awareness is a characteristic of a pull strategy, where the goal is to create demand among consumers so they request the product from retailers.

When the Kellogg Company Changed to a Push Strategy,they Spent