Which promotional approach focuses on obtaining the full support of channel members?

The promotional approach that focuses on obtaining the full support of channel members is known as "pushing." This strategy is centered around promoting products by pushing them through the distribution channels to the end consumers. It typically involves incentivizing retailers and wholesalers to stock and promote a product, thereby ensuring that it reaches consumers effectively. The pushing approach is often associated with aggressive selling techniques and personal selling efforts, where businesses aim to convince intermediaries to carry and actively sell their products.

In contrast, other options represent different promotional strategies. The pulling approach is about creating demand directly from consumers, encouraging them to seek out the product. Advertising focuses on communicating the benefits and features of a product to inform and persuade consumers but does not specifically involve channel member support. Public relations concentrates on managing a brand's image and building relationships with various stakeholders, but it does not target channel member engagement in the same direct manner as pushing does. Therefore, the pushing approach is the most aligned with the goal of gaining the full support of channel members.