Pull advertising
Pull advertising is a communication strategy that creates demand among end consumers so that they seek out the product and “pull” it through the sales channels
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The pull logic is about attraction: the brand invests in advertising, content, search or reputation so that people discover the product, want it and ask for it. In the classic model, that demand leads distributors and retailers to stock it.
It contrasts with push advertising, which pushes the product into the market through intermediaries using trade incentives. In practice, many brands combine both. In digital settings it is associated with tactics such as SEO, search advertising, which responds to a need already expressed, and inbound marketing.
Example: a TV and social media campaign for a new soft drink that leads shoppers to ask for it at the supermarket.
Also known as
Pull strategy, Pull marketing
Topics