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The Promo Planner is an operational planning tool used to allocate promos to programs. The module uses optimization techniques to allocate promo requests to programs in such a way as to meet the target GRP and promo priority requirements. This, it does so by analyzing millions of possible promo-program combinations extremely rapidly and selecting the appropriate combination. |
Why Promo Planner? |
The Promo Planner obtains an optimum promo allocation plan for achieving the target GRP while respecting promo input criteria of preferred carriage programs or day-parts and program exclusions. It controls the even distribution of creatives of the same promo and customizes parameters for a channel and market-target group from the system parameters. The user can benefit from the single interface - maintenance promo planning where promo planning for an entire week can be done at one go.
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Promo Planner Output |
1. Launch and maintenance promo plans
2. Allocation of promo creatives to programs |
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- Handles promos for launches
as well as maintenance
- Promo campaigns can be based on
GRP or frequency
- Include or exclude specific program
or day-part for promo allocation
- Adjust GRP targets dynamically
based on GRP achieved so far
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- Assurance of planned GRP/frequency delivery to target audience
- Optimal promo inventory utilization
- Minimum sacrifice of commercial inventory
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