Effective Promotional Planning For Higher ROI


Despite working extremely hard, why do some brand managers fail to achieve brand targets? Though there could be several reasons for non-achievement, the commonest one is faulty promotional planning. For a brand to achieve its targets, it must reach the right doctors through the right medium at the right number of times. Who are the right doctors? How many times do they need to be reminded so that the brand becomes a pen habit?

Strategic promotional planning has become crucial today when brand managers have increasing options of physical and digital media. Promotional planning is science-based on fundamental principles of marketing and advertising. When done correctly, it not only ensures target achievement but also gives higher returns on lower promotional budgets for pharma marketing departments.

What will you learn

  • How to fix a promotional budget
  • Translating brand objective into media objective to achieve targets
  • Determining share of voice necessary for gaining share of the market
  • Comparing two promotional plan options and deciding on the one that delivers
  • Do’s and Don’ts of effective promotional planning

Language: English

How to download course certificate: Watch Video

Topics for this course

9 Lessons01h 31m 22s

Effective Promotional Planning

Part 1: Back to basics – understanding terminology12:32
Part 2: Effective frequency of promotion – I00:08:19
Part 3: Effective Frequency of promotion – II00:07:53
Part 4: Media strategy – To achieve brand objective00:09:34
Part 5: CDI/BDI in promotional planning11:56
Part 6b: Media strategy, Media preference, Media mix, Strategic implementation, Regression analysis00:18:09
Part 6b: Media strategy examples7:34
Part 7: Summary00:05:25

About the instructor

Gauri Chaudhari is a Healthcare and Pharma brand strategist with over 27 years’ experience in Healthcare Marketing, Advertising and Branding. She is a Cofounder of Brand Innerworld and an author of Amazon best seller The Perfect Pill: 10 Steps to Build a Strong Healthcare Brand. She is a B.Pharm, MBA and enjoys writing and teaching in her spare time. Her courses are based on her vast experience in marketing branding and advertising across the genre of healthcare brands.
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Material Includes

  • 9 Learning Videos
  • Course Certificate

Enrolment validity: Lifetime

Target Audience

  • Brand managers Marketing managers
  • General manager marketing
  • Business unit heads
  • Commercial directors
  • Strategy heads
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