AyerPlan
AyerPlan is a new-product (or, more often, a modification of an exisiting brand) planning model. It is general to consumer communication and marketing and includes consumer promotions, pricing, distribution as well as advertising planning. The window be
low shows the Short-term Planning Inputs. Planning is divided into short term and long term in this scheme. As the name implies, this procedure was, in part, adapted from that developed by the N.W. Ayer & Son advertising agency--the oldest advertising a
gency in the US.
Below is shown the window where Net Present Value and Discounted Rate of Return are estimated for the constructed new product plan. This is determined via experimental input of discount rates in AyerPlan.
The Projected Results Window is shown below for the plan constructed above. Both short-term (13 week) results such as Initial Purchase Rate and long-term results (after-tax cash flow over three years, e.g.) are estimated by AyerPlan.
The final window shown below gives a sample page of the Clarion case included with AyerPlan software and integral to it. However, the software is general to any new product or product modification introduction planning.
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