Dispersion (marketing)

Under diversification in the area of marketing , the distribution is called a promotion to the recipients. The spread is divided into two sub-areas:

• Random spread: In the case of random spread or mass distribution, the advertising message is distributed according to geographical aspects such as B. the coverage of an entire Nielsen area , a city or a street, this usually includes direct mail .

• Targeted distribution: In contrast to random distribution, an attempt is made in advance to define and select the target group as precisely as possible. Ideally, wastage should be avoided entirely; for example, Internet advertising is mostly tailored to the consumer using extensive tracking methods .

Loss of coverage refers to addressees who are reached with an advertising campaign through occupied advertising media , but who do not belong to the defined target group. This represents costly incorrect scattering and must be avoided.

The aim of a marketing- technical spread plan is to keep these spread losses as low as possible, for example by partial addressing .