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25DB




Products & Services Marketing Management Marketing Performance Measurement

Measuring Success of Consumer Marketing Programs -- Part 1

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ID: 3659


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Words: 850


Published: Pre-2013


Delivery Format: Online


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Set strategic time frames to realize return on investment in order to increase
an organization’s flexibility in the market.
Identifying a clear timeframe in which to judge the ROI of a specific marketing
campaign is a critical step in the consumer marketing process. Each benchmark
partner interviewed emphasized the importance of setting a realistic schedule
to realize the return on investment for consumer marketing spends, agreeing
that companies can expect results relatively soon after a direct-to-consumer
campaign is launched.

Company D evaluates ROI in a variety of ways – examining sales increases,
market interest, and brand awareness – and establishes a time frame for each
measure. Consumer marketing teams expect to see improvements in sales and a
jump in consumer interest for the drug three to four weeks after an advertising
campaign begins. Brand awareness and general market hype for a drug are
inspected daily through direct responses from physicians and consumers ...

Industries Profiled:
Miscellaneous


Companies Profiled:
A Leading Pharmaceutical Firm


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