Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Why is sales aid usage so important? Effective use of the sales aid can drive up message retention an average of twice that achieved when an aid is not used and significantly increase the recognition of print promotion (by up to 90 percentage points). The benefits of sales aid usage (noted above) assume that the message is featured prominently in the aid and that a uniform campaign is in place. When a sales aid is used on a detail, there is a very high probability that New Rx share growth will be significantly higher than with physicians who were not detailed with the aid. The reasons why the sales aid improves message retention and helps drive sales are as follows: Do's and Don'ts Do's   Use the sales aid to increase recognition of the ad campaign and product recall.   Use the sales aid to support communication of the message.   Convey the benefits of sales aid usage to the field force.   Measure sales force performance based on its ability to communicate the main selling statement as worded. Don'ts   Don't have representatives communicate messages that cannot be supported by the sales aid. Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Copyright© 2008 The Nielsen Company

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