The communications objectives will, at least in part, depend on whether the marketer is using a push or pull strategy. In a "push strategy", the marketer advertises intensively with retailers and wholesalers, with the expectation that they will stock the product or brand, and that consumers will purchase it when they see it in stores. In contrast, in a "pull strategy", the marketer advertises directly to consumers hoping that they will put pressure on retailers to stock the product or brand, thereby pulling it through the distribution channel. In a push strategy the promotional mix would consist of trade advertising and sales calls while the advertising media would normally be weighted towards trade magazines, exhibitions and trade shows while a pull strategy would make more extensive use consumer-oriented advertising and sales promotions while the media mix would be weighted towards mass-market media such as newspapers, magazines, television and radio.