# Push advertising: what it is and how it works · Zorraquino
> Push advertising is a strategy that pushes a product into the market through activity aimed at distributors and points of sale.
URL: https://www.zorraquino.com/en/dictionary/advertising/push-advertising.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Pull advertising](https://www.zorraquino.com/en/dictionary/advertising/pull-advertising.html)
- [Trade marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/trade-marketing.html)
- [Outbound marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/outbound-marketing.html)