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Putting Promotion in Perspective: Part I--A Strategic Overview
Decision Resources, Inc., June 2005, Pages: 14
Overview
Availability and Limitations of Audit Data
Promotional Spend—A Closer Look
Promotion Categories
Spending Grows, Despite 2004 Reduction
Promotional Campaigns Living Longer
Promotional Costs in Context
Conversancy with Promotional Costs Informs Strategic Decisions
Problems Predicting Promotional Costs
Duration of Promotion Is Often Underestimated
Underestimating Promotion Overstates Profitability
Implications for Assessing the Commercial Viability of Products
An Industry Under Fire
Is Promotional Expenditure Getting Out of Hand?
Calls for a Redistribution of Promotional Expenditure
Consequences of a Slowdown in Promotional Expenditure
Industry Outlook
List of Tables and Figures
Table 1. Expenditure on Audited Promotional Media in the United States, Year Ending March 2004
Table 2. Trends in Total Promotional Spend and Sales in the United States, 1996-2003
Table 3. Top Ten Products by U.S. Total Professional Spend, 2003
Table 4. Top Ten Pharmaceutical Companies by U.S. Promotional Dollars, 2004
Table 5. Cost Structure of the Pharmaceutical Industry
Figure 1. Mean Promotional spend by medium in the United States, 1996-2003
Figure 2. Promotional Expenditures in the US as a Percentage of US sales vs. Age of Product
Figure 3. Growth in US Sales and Promotion Expenditure, 1996-2003
Figure 4. Total Promotional Expenditure in the US as a Percentage of US Sales, 1996 -2003
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