Overmarketing

Part of speech: noun

Definitions

1. The act of excessively promoting goods or services, which may result in consumer fatigue and irritation, leading to adverse brand perceptions
2. This approach involves overwhelming potential customers with marketing efforts that can diminish the overall effectiveness and appeal of the offerings
3. The practice of promoting goods or services too frequently or aggressively, causing customers to feel overwhelmed and potentially lose interest

Etymology: "Overmarketing" is a plain formation: the prefix "over-" attached to "market," with the verb "overmarket" meaning to market something excessively. The prefix "over-" in English has long meant "too much" or "beyond the proper amount," as in "overeat" or "overwork," and "market" has been used as a verb for offering goods for sale since the Middle English period. Putting the two together produces a term that describes marketing pushed past the point where it helps. The sense of the word is therefore transparent from its parts. Its use as a noun for the practice itself follows the same pattern as other "over-" nouns such as "overproduction" or "overconsumption," where the activity is named by its excess.

Synonyms: excessive marketing, aggressive marketing

Antonyms: undermarketing, neglecting marketing