Benecol Spread and Media Planning

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Case

Reference no. UVA-M-0664

Subject category: Marketing

Authors: Richard R Johnson; Robert L Carraway; Ervin R Shames; Paul W Farris

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

Share a link: https://casecent.re/p/798

| No reviews for this item

This product has not been used yet

View our pricing guide or login to see prices.

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