Which of the following statements about sales promotions strategies is true?

• A. They are rarely used with a pull strategy.
• B. They are effective only for consumer promotions.
• C. They can be used with either a push or pull strategy.
• D. They eliminate the need for advertising.

Answer: (C)

Sales promotions are versatile tools that can support both pull and push strategies. For a pull approach, consumer-focused promotions such as coupons, samples, rebates, and loyalty offers create demand directly from shoppers, encouraging them to seek out the product. For a push approach, promotions target intermediaries like retailers and wholesalers with trade allowances, display incentives, and volume rebates to motivate them to stock and actively promote the product to customers. Because promotions can serve either path, they aren’t limited to consumer promotions and they don’t replace advertising; they typically complement it to boost awareness, trial, and sales. The statements suggesting promotions are rarely used with pull, or that they’re only for consumer promotions, or that they eliminate advertising, don’t fit how promotions are actually used in integrated marketing.