Posted in Marketing and Strategy Terms, Total Reads: 930

Definition: Exposure

Exposure is denoted by the amount of money put in a sector/industry which is usually expressed by a percentage of total portfolio holdings. In terms of marketing, exposure is amount of money or effort that a company puts into advertising and marketing. A higher exposure means a higher brand presence and hence more profitability.

There are 3 types of marketing exposure as per the following:

a) Intensive

b) Selective

c) Exclusive

In order to create a successful exposure, the company must create a target segment first in order to identify the specific consumer and what their needs are.

Consumer factors or environmental factors can determine whether the company is capable of selling the product or service. Once the consumer needs are identified, the company can figure out the final goals and strategies as to how they can target the end customers.

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