Abstract : The market situation plays a significant role in determining the appropriate distribution of funds among the various types of media vehicles. A crucial choice to make is whether to concentrate on a "push" strategy or a "pull" strategy. In a push strategy, the primary objective is to persuade intermediaries, like retailers, to sell the product at retail levels. It may be advertising's job to make the consumer aware of the product, but ultimately it is the intermediary's job to close the deal. A pull strategy is an alternative to a push strategy, in which the end consumer develops such an insistence on the product that he or she "pulls" it through the channel of distribution, and the role of the retailer is to merely make the product conveniently available to the end user.
