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Health Care Professional Solutions Main Page Promotional Planning Model CTS MarketReview CTS PreTest CTS PosTest CTS Sales Test CTS Plus |
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Promotion Planning Model
Overview ACNielsen HCI's Promotion Planning Model provides an objective framework for constructing an effective professional promotional budget. Benefits The Promotion Planning Model offers a systematic means of analyzing a market and developing a realistic budget based on reaching the prescriber with a sales-effective promotion frequency. This model takes a zero-based budget approach to budget building, modifying it based on what has worked (response model norms) and what competitors have spent. The model takes into account all tactical elements of a promotional plan. Creation of a zero-based budget uses exposures to a physician as a foundation for goal-setting. All planned tactics are included in the model. Focus Exposures to different tactics are weighted according to ACNielsen HCI relative values, and then physician exposures from those tactics are subtracted from the goal to determine whether there is an overall surplus or deficit in exposures. Allocation of tactics across audiences and types of exposure are analyzed, to see if the planned tactics make sense for the brand. 
Click here for a larger image. The zero-based budget is then modified based on ACNielsen HCI norms from our Campaign Tracking System™ and competitive spending audit. The model can be prepared at any time to coincide with a company's planning schedule. Click here to download a brief description in Adobe .PDF format.  Click here to download Adobe Acrobat Reader |
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Health Care Professional Solutions Main Page Promotional Planning Model CTS MarketReview CTS PreTest CTS PosTest CTS Sales Test CTS Plus |
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