If a service marketer realizes that they suffer a lack of brand awareness among their target market, a decision to increase their advertising would represent which type of strategy?

The decision to increase advertising to address a lack of brand awareness among the target market is indicative of an offensive strategy. An offensive strategy is typically focused on gaining market share and enhancing brand visibility in order to attract new customers. By increasing advertising efforts, the service marketer aims to position their brand more prominently in the minds of potential consumers, thereby actively seeking to improve brand awareness and drive customer engagement.

Such a strategy contrasts with a defensive strategy, which would be more focused on protecting market share and defending against competitors. A reactive strategy typically involves responding to external pressures or market changes rather than proactively enhancing brand presence. Likewise, a proactive strategy, while it implies taking initiative, does not specifically encapsulate the aggressive positioning and objective inherent in boosting advertising to increase awareness. Thus, the choice of an offensive strategy aptly describes the intent to expand reach and visibility within the target audience.