Lesson 5: Advertising theory

Lesson 5: Advertising theory

Market overhang is a term derived from the physical world meaning things that stick out or hang over another thing. Often from the viewpoint of standing beneath an ‘overhang’ there is shade provided by a protrusion from the adjacent vertical domain, such as a tree or building.
In marketing, overhanging the market relates to the business practice of announcing a new product or a new business strategy by a company in an adjacent space to the target. To be an overhang in this context, the following conditions must exist: the announcer is a market leader in the adjacent space; the new product is not ready for release at the time of the announcement; the market is new and standards are not yet clearly defined; and, the goal is to forestall competitor growth by encouraging customers to wait for the new product.

 

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