Effective Promotional Planning For Higher ROI

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About Course

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

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Course Content

Effective Promotional Planning

  • Why to understand promotional planning?
  • Introduction
  • Part 1: Back to basics – understanding terminology
  • Part 2: Effective frequency of promotion – I
  • Part 3: Effective Frequency of promotion – II
  • Part 4: Media strategy – To achieve brand objective
  • Part 5: CDI/BDI in promotional planning
  • Part 6b: Media strategy, Media preference, Media mix, Strategic implementation, Regression analysis
  • Part 6b: Media strategy examples
  • Part 7: Summary

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