Promotional methods that use intermediaries to help sell products?

Promotional methods that use intermediaries to help sell products?

• A. Push promotion
• B. Direct mail
• C. Pull promotion
• D. Publicity

Answer: (A)

Push promotion uses promotional activities aimed at intermediaries—like wholesalers and retailers—to move products through the distribution channel toward the customer. By offering trade discounts, retailer incentives, and strong sales force support, a company encourages these intermediaries to stock, display, and actively push the product to end consumers. This is the essence of using intermediaries to help sell products. Direct mail targets individual customers with messages sent to their addresses, so it’s about reaching end buyers directly rather than enlisting intermediaries. Pull promotion centers on creating demand among consumers so they request the product from retailers, letting the retailers “pull” it through the channel. Publicity involves gaining unpaid exposure in the media, which isn’t specifically about using intermediaries to push a product.

Push promotion uses promotional activities aimed at intermediaries—like wholesalers and retailers—to move products through the distribution channel toward the customer. By offering trade discounts, retailer incentives, and strong sales force support, a company encourages these intermediaries to stock, display, and actively push the product to end consumers. This is the essence of using intermediaries to help sell products.

Direct mail targets individual customers with messages sent to their addresses, so it’s about reaching end buyers directly rather than enlisting intermediaries. Pull promotion centers on creating demand among consumers so they request the product from retailers, letting the retailers “pull” it through the channel. Publicity involves gaining unpaid exposure in the media, which isn’t specifically about using intermediaries to push a product.