Presentation by Richard C. Anderson, Chairman and CEO, Promotional Economics Institute: "The Economics of Promotion: Understanding & Projecting the Impact of Promotion"
Best Practices & New Ideas in PR MeasurementTim Marklein
PRSA St. Louis presentation on "Best Practices & New Ideas in PR Measurement" by Tim Marklein, executive VP of measurement and strategy for Weber Shandwick
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
Overview Presentation. Introduction to business communications. Strategic communications planning to assist with business development and sustainability. Goal: Your public will know you, trust you, like you and think of you as the best person in your field to do business with.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Best Practices & New Ideas in PR MeasurementTim Marklein
PRSA St. Louis presentation on "Best Practices & New Ideas in PR Measurement" by Tim Marklein, executive VP of measurement and strategy for Weber Shandwick
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
Overview Presentation. Introduction to business communications. Strategic communications planning to assist with business development and sustainability. Goal: Your public will know you, trust you, like you and think of you as the best person in your field to do business with.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Communications Plan Template - OM ThreeSixty Free ToolOM ThreeSixty
A strategic communication plan is a road map for identifying how to engage with your varied stakeholder groups, audiences and networks.
It’s a powerful strategy tool to establish agreement among you and your colleagues to identify and agree on what contents needs to be said or displayed, to whom and in which context. The plan ensures consistency of messaging across distribution channels, sets expectations and builds assurance factors.
The size and length of a plan can vary greatly based on the complexities of the objectives. This means a plan can be as basic as a single message to a single audience or as complex as a multi-phased, long-term roll out with many audiences who require relevant content in a number of online and offline channels.
This basic template provides you with a beginning framework for mapping out and helps facilitate discussion. It will assist with determining the target audiences, key messages and distribution channels. If this tool brings value to you, feel free to share among your social networks.
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
Presentation on "Communications Measurement: Linking PR to Sales"" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented February 21, 2011 at the South Carolina Governor's Conference on Tourism & Travel in Charleston, SC.
Today and tomorrow in the world of emailPhillip Smith
A review of where email is going by looking at where it has come from. Are the lessons of the past relevant for the future? And what technology, innovation and consumer insight is driving change in the email channel.
Marieke Vinck, one half of the duo behind sustainable fashion store Charlie & Mary held a presentation during the first workshop at The Green Fashion Competition.
How to save $100+ with a DIY energy auditJess Commins
You don't need to be an engineer (or pay one!) to find out where you can save energy in your home.
I delivered this presentation on 3/3/10 as part of Ignite Raleigh 2 at the Lincoln Theater in Raleigh, North Carolina. Additional commentary and explanations will be available soon at ecodesiac.com and renewabelle.com :)
Pozzi Selena, Event Manager EcoWorldHotel, durante il Convegno Ecosostenibilità: vantaggi per alberghi e turismo - 28 nov 2014 Milano- ha mostrato alcuni esempi di campagne promozionali green che coinvolgono aziende ecosostenibili ed ecohotel.
Communications Plan Template - OM ThreeSixty Free ToolOM ThreeSixty
A strategic communication plan is a road map for identifying how to engage with your varied stakeholder groups, audiences and networks.
It’s a powerful strategy tool to establish agreement among you and your colleagues to identify and agree on what contents needs to be said or displayed, to whom and in which context. The plan ensures consistency of messaging across distribution channels, sets expectations and builds assurance factors.
The size and length of a plan can vary greatly based on the complexities of the objectives. This means a plan can be as basic as a single message to a single audience or as complex as a multi-phased, long-term roll out with many audiences who require relevant content in a number of online and offline channels.
This basic template provides you with a beginning framework for mapping out and helps facilitate discussion. It will assist with determining the target audiences, key messages and distribution channels. If this tool brings value to you, feel free to share among your social networks.
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
Presentation on "Communications Measurement: Linking PR to Sales"" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented February 21, 2011 at the South Carolina Governor's Conference on Tourism & Travel in Charleston, SC.
Today and tomorrow in the world of emailPhillip Smith
A review of where email is going by looking at where it has come from. Are the lessons of the past relevant for the future? And what technology, innovation and consumer insight is driving change in the email channel.
Marieke Vinck, one half of the duo behind sustainable fashion store Charlie & Mary held a presentation during the first workshop at The Green Fashion Competition.
How to save $100+ with a DIY energy auditJess Commins
You don't need to be an engineer (or pay one!) to find out where you can save energy in your home.
I delivered this presentation on 3/3/10 as part of Ignite Raleigh 2 at the Lincoln Theater in Raleigh, North Carolina. Additional commentary and explanations will be available soon at ecodesiac.com and renewabelle.com :)
Pozzi Selena, Event Manager EcoWorldHotel, durante il Convegno Ecosostenibilità: vantaggi per alberghi e turismo - 28 nov 2014 Milano- ha mostrato alcuni esempi di campagne promozionali green che coinvolgono aziende ecosostenibili ed ecohotel.
Integrated Marketing: What it Is and Why You Should Embrace It (part 3 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
How Leading Brands are Unleashing the Power of Social MediaBrian Cavoli
New Research by TNS Media Intelligence/Cymfony reveals how marketers around the world view the importance of social media and the barriers they face to successful implementation
Where we are with marketing ROI measurement Michael Wolfe
This article discusses current state of affairs for marketing ROI measurement. There is dissatisfaction with the status quo and this article outlines a completely new approach.
Purpose: To advance public relations measurement by recommending metrics and approaches for evaluating public relations’ influence on four main business outcomes:
o Financial
o Reputation / Brand Equity
o Employees and other Internal Publics
o Public Policy
Predictive Analytics: How This Revolutionary Technology for Strategic Marketi...Media Needle
An advanced software solution using agent based modeling to recreate a virtual marketplace with your target markets networked behavior patterns. All touch points in the entire consumer journey are connected and include key dynamics such as brand sentiment, word-of-mouth, social media, online and offline channels. Vet your ROI on every strategic move your brand makes before doing anything and use this as unfair advantage against your competition.
Media Needle's strategy simulation platform enables brands to accurately forecast performance of advertising campaigns and key business decisions. Delivering a better understanding of the risks and outcomes these simulations enable brands to develop a more accountable and refined marketing strategy.
ROI - Taking Measure of Your Marketing EffortsSpryIdeas
It’s the question that strikes fear into the heart of the most seasoned marketing manager: “What was the return on investment (ROI) for this program (e.g., email blast, trade show, social media campaign, etc.)? It’s a legitimate question because company executives and the people to whom they answer are naturally concerned with the “bottom line” and want to make sure that marketing expenditures are netting results. However, it can also be a challenging and complicated query. Determining the exact contribution any given marketing program has on revenue growth or profits is akin to defining happiness—it depends on to whom you are talking and what their priorities are! (http://bit.ly/2ghsK8H)
Marketing management is the process where the economical measurement of competitor are examined and people needs are fulfilled. Read this document to know how to develop lots of marketing skills for successful business.
https://www.assignmentdesk.co.uk/marketing-assignment-help
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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2. Presented to: Association of Medical Media January 21, 2010 Presented by: Richard C. (Dick) Anderson Promotional Economics Institute Williamsburg, Virginia (757) 565-2671
3. Background 35+ years of strategic and tactical promotional research Have worked within both the mail house and publishing environment, and studied Detailing reach and frequency patterns for many different Pharmaceutical Houses Have developed a method to analyze and project the impact of a fully integrated Promotional campaign Professional career, for the last 35+ years, has been focused on understanding the role of promotion, each of the promotional forms/channels and how they come together to create a successful campaign Have completed several hundred integrated promotional studies, covering 1,000’s of products
4. What Do we want to accomplish today? First, acquire a better understanding of the sequence of events that lead to promotional impact Second, develop an understanding of the role of each promotional form within this sequence Third, how to use this knowledge to better understand the role of promotional mix And, finally, develop an understanding of the role of Competitive Environment
5. Starting Point Promotion is an Investment, NOT an Expense! Promotional Theory does not change from one Therapeutic Class to another Marketing Theory does not change from one Therapeutic Class to another So what does change? Competitive Environment Changes Marketing Environment Promotional Environment Product Environment Disease Environment
6. Questions to Consider What drives product growth? Promotion or Product Benefits? What is the role of promotion? What is the role of promotional mix? How do promotional forms work together … interactions? Does journal advertising work? What is the role of journal advertising? Does detailing work? What is the role of detailing? Does XXX Work? What is the role of XXX. How does promotion manifest its impact?
7. Can you Project promotional impact? I CAN and HAVE … and, normally, will be within ¼ to ½ of 1 percent Patently Absurd you say, no one can predict the impact of promotion … and you are right if you continued to think in traditional patterns! Let’s start with one very widely held belief … promotion drives sales / market share! NO … at least NOT DIRECTLY Promotion drives Instability, which drives Accountability, Acceleration, Velocity, Momentum and final Sales and/or Share!
8. Key to success Understand the sequence of events that take you from Promotional Program Construction to the Ultimate Impact of that campaign Understand the role of each Promotional Form … how and where it manifests its impact, and how product Momentum is created and maintained If a promotional form appears not to be working, find out why! BECAUSE ALL PROMOTIONAL FORMS CAN AND DO WORK THOUGHOUT THE PRODUCT’S LIFE CYCLE . THAT IS IF THEY: CONTAIN A GOOD MESSAGE ARE CORRECTLY STRUCTURED STRATEGICLY AND TACTICALLY, AND ARE BUDGETED CORRECTLY!
9. Misleading Questions & statements Is my campaign increasing sales? Wrong question. Should be … is my campaign increasing sales profitably and/or optimally? Does Journal Advertising work? This question/statement never ceases to amaze me. Of course Journal Advertising works! That is, if you do it CORRECTLY … good ad, budgeted properly and balanced with the rest of the campaign. Does Detailing work? This is a more legitimate question than the prior question! Of course Detailing works! But, does it work Profitably throughout the product life cycle? What is the MARGINAL ROI of the 3rd detail versus the 100th detail? What about other modalities? Same profitability concepts apply and same interactive relationships apply
10. Traditional thought process Promotional Campaign If this is what your client believes, no wonder you can not create an “Optimal” campaign and project its impact! Sorry, but the real world is a lot more complex than the above picture!
11. Key Terms and Concepts INSTABILITY … the change in any element from one month to the next … NRxs, share, details, pages, etc ACCOUNTABILITY … What percent of the Instability did you cause, take-up and/or account for CONCENTRATION … A measure of uniformity NRxs, Market Share, Number of Details, Pages, PME events, Sampling, etc., etc LOCATION … position within the concentration curve DOMINANCE … measure dealing with ability to dominant products with smaller shares BASIC ECONOMIC THEORY Multiplier Effect … a feedback loop that generates more impact Acceleration Principle … rate of change drive change VELOCITY … first derivative or first difference … period to period change ACCELERATION … second derivative or second difference … period to period change in the period to period change (basically, the change in Velocity Momentum … function of Velocity and Mass … mass equating to share, NRxs, number of details, pages, samples, etc., etc.
12. Aggregated Promotion (all Products) Market Acceleration: NRx Growth Market Velocity: NRx Growth Market Market Impact: NRx Instability Share Instability Market Momentum: NRx Growth Market NRx’s NRx Accountability Share Acceleration Product Promotion Product Share Accountability Share Velocity Share Momentum Market Share Promotional Impact & Interaction This thought process lays a strong economic & necessary foundation for understanding the role of the various promotional forms and the ultimate impact of the campaign
13. How do the modalities fit in this model? What is the role of Detailing? What is the role of Sampling? What is the role of CME? What is the role Mail? What is the role of Journal Advertising? What is the role of “E-What ever”? What is the role of Diffusion Theory? What does it take to both CREATE and CONVERT Instability?
14. The Importance of Understanding the Impact of Promotion on Acceleration and Velocity Predictability
15. Why study this impACT? Advantages of understanding the functional relationship between promotional structure and Acceleration and Velocity Predictability Profit… as it relates to share gain and/or lack of share loss Negative Acceleration vs. Positive Relationship between Acceleration and Velocity
18. The Path to Success As shown earlier, the first job of promotion is to CREATE Instability and/or Accountability Once this is achieved, the same strategy / message / tactics must CONVERT that Instability into growth for your product This growth dynamic manifests itself in the concepts of Acceleration … which leads to Velocity … which leads to Momentum … which leads to Share and NRxs This entire sequence is a function of the product’s quality, it’s campaign and the full Competitive Environment
19. Who/What drives what? Which Promotional forms drive Instability? Which Promotional forms drive Accountability? Which Promotional forms drive Acceleration? Which Promotional forms drive Velocity? Which Promotional forms drive Momentum? How do Promotional forms interact? Why is this understanding Important?
20. Traditional View – no Interactions Detailing CME DTC Sampling Social Networking Professional Print Online
21. InteractionsThe Real World of campaign impact … base forms Detailing Sampling CME Advertising It is the Integration and Interactions of all campaign elements/modalities that drive impact!
22. Role of each promotional form Role of Promotional Form Minor ……………………………………..…………………………… Major 1 2 3 4 5 6 7 8 9 10 Instability Accountability Acceleration Velocity Momentum Detailing Sampling Professional Print Physicians Meeting & Events Direct to Consumer Prescription Pads On-Line 10 10 8 7 6 3 3 5 7 8 9* 7* 3* 2* 1* 10 7 5 3 2 * = Short term
23. Competitive environment Marketing Environment Promotional Environment Product Environment Your Campaign must work within this Competitive Environment Disease Environment
26. 26 I M P A C T 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 -3 -2 -1 0 Number of Months Impact of Promotional ChangeTiming to 90% Manifestation PME DETAILING PAGES 90% What is the speed of impact of other promotional forms?
27. 27 Samples Impact Details t time The Real World of Promotion Impact of Detailing vs. Sampling Impact of most promotional forms diminish as product ages Sampling is the only form impacted minimally by age or time Question: At what point, in the product life cycle, does the sample become the driver of the Detailing and Sampling combination?
28. 28 Typical History 18-24 Months Launch Level Call Report Data 65-70% 20-35% Audits 100*(Audit/Actual) = % Pick-up time The Real World of PromotionActual versus Audited Data Audited details are projected from a physician sample Actual details (calls) are recorded and reported by the sales representatives Physician recall of a sales call declines as the product ages Question: If two products each show 20,000 details/month, are they spending the same on Detailing?
29. 29 Market Share + - Audited Detailing The Real World of PromotionMathematical Relationships What is the functional relationship between audited promotion data and market share? Market Share increasing over time Detailing and other audited promotion declining over time
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32. Case StudyEstablished Product Crowded set (40+ products) Mature product (7+ years old) New claim – 18 months earlier Promoted new claim through DTC print – 18 months Professional target: FPs, GPs, IMs, & one Specialty Consumer target: Specified Sub-Group Considering a Multi-Million dollar television campaign History:Sales force reduction 3-years earlier History:NO faith in professional print
33. Case StudyClient’s Questions Should DTC television campaign be implemented? Planned start is July – is this justifiable? What is our promotional ROI likely to be? How do we insure success? How should our professional campaign be structured? Do we need to alter our current professional promotional mix? Justify all projections and predictions!
44. Understanding & Employing the Concepts discussed today Concepts discussed today require learning and application experience While the real power of this approach rests in developing the full system of simultaneous equations, the working experience needs to be acquired first This can be accomplished with an Excel Worksheet that sequentially develops each of the measures
47. The Simple World of Promotion Detailing Mail Sampling Market Share New Prescriptions Advertising DTC Dinner Meetings Etc., etc., etc.
48. The Real World of Promotion Marketing Environment Promotional Environment A C C O U N T A B I L I T Y Instability Detailing Sampling Product Environment NRx’s & Share Mail Velocity Advertising Acceleration DTC Disease Environment
50. Summary of Research and Concepts All promotional forms work Each form plays a specific set of roles in the campaign Promotional Theory and Marketing Theory DO NOTchange between therapeutic classes The sequence events of between program design, implementation and ultimate impact are important The power of a campaign lays in the interactions and efficiencies of the integrated campaign, NOT the individual elements Finally, your campaign must work in the Competitive Environment in which you are competing … and this environment changes between classes and within a class over time
51. “The best way to predict the future, is to create it” “Models are meant to be used, NOT BELIEVED” Thank You!