For an advertisement to work effectively, there should be strategies which can create interest and influence the customers. Push advertising and pull advertising are such strategies which can promote sales and generate easy revenue to the publishers and advertisers. Push ads and pull ads are two categories of marketing strategies.
Push advertising is a type of marketing approach and a strategy that is frequently used by start-ups and companies to introduce new products or services into the market. Push ads focuses on taking a particular product to a customer by placing the product or an advertisement in front of the customer which will persuade the customer to make an impulsive purchases. Push advertising is one of the traditional advertising media that takes efforts to reach the customers by different types of advertising media to make sure that they are aware of a particular product or service. Push advertisements reach the customers who are interested in viewing an advertisement and purchasing and also the customers are not at all interested in viewing the advertisement and knowing about the product. In a way push advertisers forcibly give information about their products to the non-interested customers to create interest in the consumers and make them demand for their products. commercial ads in television, news paper advertisements, advertisements placed in bill boards, posters, pamphlets, school/college notice boards are few of the examples of push advertising. It also includes online adverting ways such as interstitials, banner ads, emails, pay per click ads, ads on social media platforms such as Facebook, Youtube etc.
Like push advertisements, pull advertising is also a type of marketing approach and a strategy that is used mostly used by start-ups and other companies to introduce their products and services in order to generate maximum revenue. But unlike push marketing, Pull marketing strategy is mainly used to initiate demand from the customers. Companies use pull advertisements which contain mass media and multi media content which can create and impact on the consumers that can create a wanting desire in the customers to influence them. Thereby, customers emotionally connect with advertisements and the products which are being advertised and make impulsive purchases which typically generates demand.
Companies spend less amount to produce less goods and services prior to their launch and then they use pull advertising method to raise awareness about their new products and services, The demand for those products or services increase and simultaneously the percentage of sales grow. So, the revenue generated until then will be used to produce more products. Therefore, Pull advertising and marketing is totally about raising demand from the public which include television advertisements, internet marketing etc.