A promotional method that uses intermediaries to push products through the distribution channel.

• A. Sales promotions
• B. Push promotion
• C. Advertising
• D. Word of mouth

Answer: (B)

Push promotion is a promotional approach where manufacturers use intermediaries—wholesalers and retailers—to move products through the distribution channel toward the consumer. The goal is to incentivize those middlemen to stock, promote, and push the product, often through trade discounts, trade allowances, display support, and retailer incentives. This contrasts with pull promotion, which seeks to create consumer demand directly so retailers order more in response.

Sales promotions typically target consumers or offer short-term incentives to boost demand, not specifically move products through the channel via intermediaries. Advertising is broad paid messaging to build awareness and demand, not focused on pushing through the distribution network. Word of mouth is informal, driven by customer impressions rather than structured incentives to intermediaries.