Clairol Corp

question 330

Multiple Choice

Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might be willing to handle the new product, except that retailers are already complaining about overcrowded shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority-and to get them to ask for it at their retail store. Clairol is using:

• A) dual distribution.
• B) a "pulling" policy.
• C) direct marketing.
• D) a "pushing" policy.
• E) a sampling distribution.