What are marketers talking about when they say Push vs. Pull?
| Answer: "Push" tactics are typically promotions directed at re-sellers or other members of the distribution channel. Again, there are different types, including training programs, trade allowances, cooperative advertising, and the provision of point-of-purchase displays. These are intended to provide incentives to the channel to "push" a firm’s product toward the customer. A "Pull" strategy is usually advertising directed at the end consumer. It works to increase end demand, thus "pulling" a product through the distribution channel. For more information, see our tutorial. |
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