Benecol Spread and Media Planning
Johnson, Richard R...
Benecol Spread and Media Planning
Johnson, Richard R.; Carraway, Robert L.; Shames, Ervin R.; Farris, Paul W.
M-0664 | Published January 20, 2002 | 23 pages Case
Collection: Darden School of Business
Product Details
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.
0
Get Ahead in Class
Clear, Complete, and Concise: Avoiding t...
Lipson, Marc L.
Business Valuation in Mergers and Acquis...
Schill, Michael J....
A Brief Introduction to Macroeconomics
Murphy, Daniel
Moral Theory, Frameworks, and the Langua...
Wicks, Andrew C.; ...
Three Empirical Methods for Calculating ...
Zhang, Zhihao; Whi...
The Basics of Multivariate Regressions i...
Batova, Tatiana
Advanced Tableau Tips and Tricks
Palomba, Anthony
Digital Marketing Metrics: Measuring Wha...
Venkatesan, Rajkum...
Disruption, Response, and Transformation...
Chen, Ming-Jer; Mc...
Using AI to Expand Your Leadership Commu...
Murray, Meghan
Understanding Organizational Culture: An...
Martin, Sean; Kemp...
A Brief Introduction to Managerial Accou...
Lynch, Luann J.
How to Prototype a Prototype
Chao, Raul O.
The Strategist’s Toolkit
Lenox, Michael; Ha...
Finance People
Schill, Michael J.