What does a push strategy in advertising focus on?

A push strategy in advertising is primarily concerned with promoting products at the point of sale. This approach involves pushing products toward consumers through aggressive marketing tactics to ensure they are displayed prominently where customers can purchase them. This can involve trade promotions, direct selling, and point-of-purchase displays designed to stimulate immediate sales and encourage retailers to stock and sell the products.

By focusing on the point of sale, businesses aim to influence consumers at the critical moment of decision-making, making it easier for them to choose the advertised product over competitors. The effectiveness of this strategy often relies on making the product readily available and highly visible in retail environments, thus driving impulse purchases and enhancing immediate demand.