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Promotion Planning Model

A systematic approach to developing an appropriate and balanced promotional budget, designed to optimize the quantity, type and mix of exposures.

Accurate promotional planning based on:
   • Competitive spending
   • Zero-based budgeting

The Promotion Planning Model offers a process for 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 approach to budget building, modifying it based on analysis of competitive spending.

Promotion Planning Model takes into account all tactical elements of a promotional plan. Exposures to different tactics are weighted according to 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.
The zero-based budget is then modified based on norms and competitive spending data.