Benecol Spread and Media Planning

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Benecol Spread and Media Planning

Case

Reference no. UVA-M-0664

Subject category: Marketing

Authors: Richard R Johnson (Darden School of Business, University of Virginia); Robert L Carraway (Darden School of Business, University of Virginia); Ervin R Shames (Darden School of Business, University of Virginia); Paul W Farris (Darden School of Business, University of Virginia)

Published by: Darden Business Publishing

Originally published in: 2002

Version: 7 April 2016

Revision date: 12-Apr-2016

Length: 23 pages

Data source: Published sources

Topics: Advertising media; Advertising strategy; Media planning; Marketing; Consumer behavior; Advertising & promotion

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Abstract

Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the most "bang for the buck" from its Benecol advertising. Would a media-planning model (optimizer) requiring executives to quantify their judgment on several key inputs be helpful in this process? A spreadsheet accompanying the case allows students to weight the target groups and to choose among different advertising vehicles to form the best possible media plan.

Industry:

Food, beverage