Gillette Corporation is introducing a new brand of shampoo targeted at the female

consumer segment in a highly competitive marketing environment. Wholesalers and

brokers might be willing to handle the new product, except that retail stores are

already complaining about overcrowded shelf space. Therefore, Gillette has decided to

spend $20 million on TV advertising and send free samples of the shampoo to 10,000

households to convince women of the new product's superiority and get them to ask for it

at the stores where they shop. Gillette is using:

1. selective distribution
2. a "push" strategy
3. exclusive distribution
4. a "pull" strategy
5. target marketing by strategic account planning

4.Regarding advertising's "5 M's", the creative strategy and the way it is communicated

would be known as the _____________.

1. message
2. mission
3. measurement
4. media mix
5. multiple-target approach