Push advertising
Push advertising is a communication strategy that pushes a product into the market through activity aimed at distributors, intermediaries and points of sale
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
In a push strategy, the manufacturer focuses on the channel: margins, volume discounts, point-of-sale materials, sales staff training or shelf placement. The aim is for the product to be available and for intermediaries to recommend or feature it.
It contrasts with pull advertising, which targets end consumers to create demand. Both approaches usually coexist, and their weight depends on the sector: push is common for new products, little-known brands and categories where the seller’s advice carries weight.
In digital marketing, the term is also used for messages a brand sends without being asked, such as banners or notifications, so it is worth clarifying which sense is meant.
Also known as
Push strategy, Push marketing
Topics