Subsidized (non-incremental)

This refers to volume sold on promotion that would have sold at full regular price had the promotion not been run.

This refers to volume sold on promotion that would have sold at full regular price had the promotion not been run. Subsidized volume is margin dilutive and should be minimized by optimizing promotion tactics.

Related Terms

Promotional lift

The proportion of promotional sales that are incremental or beyond what are are expected to sell on a given week.

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Incremental $ lift per week of support

The sales above baseline (lift) sold for every week of promotion activity.

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