Push and pull strategies are ADVERTISING and other promotional efforts that assist in getting PRODUCTs through DISTRIBUTION CHANNELs. Push strategies are designed to support and reward participants in the distribution channel, usually WHOLESALERs and retailers. Pull strategies are direct communications with final users of a product or service. Push strategies are used to motivate wholesalers and retailers to take the extra time and effort needed to promote a manufacturer’s product. They typically involve PERSONAL SELLING, cooperative advertising allowances, trade discounts, and other rewards and remuneration. For example, a heating-system manufacturer offered an expense-paid trip to Las Vegas to any dealer who sold 20 or more systems in a year. Manufacturers of brand-name products reimburse retailers for part of their expense when the retailer includes pictures and logos of the manufacturer’s products in their advertising. Pull strategies are efforts to stimulate end-user DEMAND, so that consumers will ask the firms they do business with to carry the products they want. Television advertisements stating, “Ask your doctor about . . .” is one example of a pull-marketing strategy. Manufacturers use DIRECT MAIL advertisements and coupons to help draw consumers into retailer’s stores. Marketers know gaining access to distribution channels is critical to success. There are thousands of new products created each year, and only a small percentage will make it to retailers’ shelves. Most companies thus use combinations of push and pull strategies.