The communication is meant for customers who go to shop and enquire about a particular product to buy it.
Push strategies are directed at channel members who buy products, add some value and move it through distribution channel. Thus, push strategies of communication are about influencing channel members in several ways encouraging dealers to stock and allocate resources to support the manufacturer’s brand, helping channel members to become fully aware of the key attributes and benefits associated with each product line so that they can add the appropriate Value, Maintaining and developing relationship between the two organisations.
Personal Selling is one important tool to reach people involved in organisational buying decisions.
Advertising is as old as the need for manufacturers’ to differentiate their products or services from that of competitors. Thus, history of advertising is the history of brand building.