Which statement best distinguishes demand generation from demand capture?

• A. Demand generation creates discrete campaigns to drive purchases immediately.
• B. Demand generation builds awareness and interest; demand capture converts demand into purchases or leads.
• C. Demand capture is only about branding.
• D. They are unrelated concepts.

Answer: (B)

Demand generation focuses on creating awareness and interest in a product or category, laying the groundwork so people recognize and consider it when they have a need. It uses broad, educational, and long-term tactics to nurture potential customers and build demand over time.

Demand capture, on the other hand, targets converting that demand into concrete actions—purchases, sign-ups, or leads—by focusing on people who already show intent or engagement and optimizing paths to conversion with targeted offers, landing pages, and CTAs.

So the statement that demand generation builds awareness and interest while demand capture converts demand into purchases or leads matches how these two parts of the funnel work together. The other options mischaracterize the roles or suggest they’re unrelated.