heavy-up

Definition

Temporarily increasing advertising spend or frequency in specific markets or time periods, usually to counter competitive pressure or exploit opportunity. The marketing equivalent of sending reinforcements.

Example Usage

We're heavy-upping in the Northeast for Q4 since our competitor just pulled out and left shelf space wide open.

Origin

Military terminology adapted by media planning professionals in mid-20th century

Fun Fact

Heavy-ups typically require 150-200% of normal spend to create perceptible impact in consumer awareness.

Source: Media planning and advertising strategy terminology

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See “heavy-up” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

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