The correct answer is A. Customer pull. To understand why this answer is correct, we must explore the relationship between advertising and sales promotion, and how they contribute to various aspects of consumer behavior and brand perception.

We’ll also explain why the other options (B. Customer push, C. Customer loyal, and D. Customer image) are not the most appropriate descriptions for the outcome of advertising in the context of creating awareness and comprehension.

A. Customer Pull (Correct Answer):

Advertising is a crucial component of the promotional mix, and one of its primary functions is to create awareness and comprehension among potential consumers. Advertising campaigns are designed to inform, educate, and persuade individuals about a product, service, or brand. When advertising effectively achieves these goals, it generates what is known as “customer pull.”

Customer Pull:

Customer pull, in marketing terms, refers to the ability of a brand or product to attract and engage customers based on their intrinsic interest and desire. It results from the effectiveness of advertising in building brand awareness and creating a positive image.

When customers are aware of a product or brand and have a clear understanding of its benefits, they are more likely to be drawn or “pulled” towards it. Advertising contributes to this pull by making the brand or product more appealing and relevant to consumers.

In essence, advertising creates a “pull” effect when it makes consumers interested and willing to seek out a particular brand or product due to their awareness and understanding of its value and attributes.

Now, let’s examine why the other options are not the correct outcomes of advertising in the context of creating awareness and comprehension:

B. Customer Push:

Customer push is a less common concept in marketing. “Push” marketing usually refers to tactics used to “push” a product from the manufacturer or seller to the consumer. These tactics often involve promotions directed at retailers or wholesalers rather than directly at the end consumer.

While advertising may play a role in push marketing, it’s not typically associated with creating consumer awareness and comprehension. Therefore, “customer push” does not adequately represent the outcome of advertising focused on awareness and comprehension.

C. Customer Loyal:

Customer loyalty is a valuable outcome of effective marketing efforts, including advertising. However, loyalty is typically established over time through consistent positive experiences with a brand or product.

Advertising can contribute to building loyalty indirectly by maintaining brand visibility and reinforcing positive associations. Still, it is not an immediate result of advertising aimed at creating initial awareness and comprehension. Loyalty usually develops after multiple interactions with a brand.

D. Customer Image:

Advertising certainly plays a role in shaping a brand’s image, but it is not the direct result of advertising efforts focused on creating awareness and comprehension.

Customer image refers to the perception and reputation of a brand in the minds of consumers. Advertising can influence this image by conveying specific messages and creating visual associations, but the image is a broader and more long-term concept.

It’s a cumulative effect of various marketing and customer experiences over time, rather than a direct consequence of advertising campaigns designed to build awareness and comprehension.

In summary, advertising’s primary function is to create awareness and comprehension among potential customers. When successful in achieving these goals, it results in customer pull, meaning that customers are attracted to the brand or product due to their awareness and understanding of its value.

The other options, while relevant in marketing, do not accurately represent the immediate outcome of advertising focused on creating awareness and comprehension.