Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page What's the return-on-investment (ROI) for print? When a uniform campaign is in place, the addition of print to detailing will almost always increase return-on-investment (ROI). In a recent study of 87 CTS Rx campaigns (representing a base of 174,000 MDs) it was found that 72% of the time (63 studies) print promotion also raised detailing's ROI. Those cases in which an increase in return-on-investment did not occur when print was overlaid on detailing were due to a message problem (three-fourths of the time), a funding issued (over-under spend), weak graphics and/or a disconnect in the overall campaign. Importantly, one or more of these problems, not the medium, was the reason why print failed to raise detailing's ROI. Using CTS Rx methodology ... which matches qualitative data obtained from CTS to New Rx activity ... ACNielsen HCI projected the average ROI for "detailing only" for the 63 campaigns included in this analysis at $2.20 per dollar spent. When print was overlaid on detailing, ROI increased by 43% to $3.14/$1.00. Do's and Don'ts Do's   Develop a unified campaign...i.e. the ad and sales aid should share similar graphics and copy...and communicate a clear and concise message.   Use print promotion to efficiently leverage the detailing effort.   Provide appropriate funding for the print campaign. Don'ts Don't underfund an ad campaign by stringing it out so that spend levels are below monthly thresholds. Don't try to overpower an unbelievable or relevance problem. Don't add another sales rep until the current reps are adequately leveraged with support promotion. 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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