Dictionary of Business Terms: overkill
overkill
expensive promotional effort that produces diminishing returns because it repels rather than attracts consumer interest.
Dictionary of Marketing Terms: overkill
overkill
In general: expensive promotional effort that produces diminishing returns because it repels rather than attracts consumer interest.
Direct marketing: records on a list incorrectly identified as duplicates by a computer program that doesn't accurately reflect the objectives of the list owner. For example, the program may be written to combine all records for the same household or business even though the list owner would like to send promotions to each individual.
