The allocation of promotional dollars between 'pull' marketing tactics like advertising and consumer promotions, and 'push' tactics that target retailers and distributors, varies significantly between countries. This is due to factors such as the different strategies employed by pull versus push promotions, their differing abilities to attract consumers and reach customers, the varying expenses associated with each type of campaign based on the channels used, and the different levels of effectiveness and reach that pull and push tactics provide.

1. Question 1
Part A The allocation of promotional dollars between ‘pull’ (consumer promotions + media
advertising) and ‘push’ varies drastically for many advertisers across countries. What are the
factors behind these variations?
Solution
There are following factors behind the variations in allocation of promotional dollars:
1. Pull and push both are different approaches to promotions
2. Different approaches adopt different strategies to attract consumers
3. Pull motivates consumers to bring them to the store
4. Push tries to reach to the customers
5. Expenses vary and it depends upon the type of campaign
6. Pull uses mass media channels but push uses direct marketing channels
7. Mass media promotions are different from trade show promotions and incur different cost
8. Effectiveness and reach of both the approaches are different