ratchet effect
Definition:
The increase in sales achieved by combining sales promotions with advertising so-called because sales promotion is regarded as having a short-term effect while advertising has long-term effects. By combining both in a single campaign a ratchet effect results.
Cross-References:
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].