________ communication strategies are directed at channel intermediaries.

Question

Quizplus · Accepted Answer

Push communication strategies are directed at channel intermediaries such as wholesalers and retailers, with the goal of motivating them to push the product to the end consumer. This can be done through strategies such as trade promotions, personal selling, and advertising aimed at the intermediary. Pull communication strategies, on the other hand, are directed at the end consumer, with the goal of creating demand and pulling the product through the intermediary channel. Heavy-up, centralized, and pulsing are not relevant communication strategies in this context.

________ Communication Strategies Are Directed at Channel Intermediaries