1. Copyright, Professor W.T.G. Richardson
P U S H
P U L L
Pushing through the promotion channel
Producer personal selling wholesaler retailer customer
Promotion techniques used
run ads in trade magazines to make wholesalers aware of the product
provide incentives to retailers to carry the item “… free case of drinks with each 2 cases it buys…” page 466
run contests for salespeople to win prizes for selling the product
Copyright, Professor W.T.G. Richardson

2. Copyright, Professor W.T.G. Richardson
P U S H
P U L L
Pulling through the promotion channel
Producer personal selling wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
Copyright, Professor W.T.G. Richardson

3. Copyright, Professor W.T.G. Richardson
P U S H
P U L L
Pulling through the promotion channel
Producer personal selling wholesaler retailer customer
Sometimes you do “pulling” when the Middlemen cannot be pushed, that is they already have a competitors product, so the way to get Middlemen to WANT to carry the product, is to have customers ask for it.
Copyright, Professor W.T.G. Richardson