Solved Case Analysis: Benecol Spread and Media Planning by Richard R. Johnson, Robert L. Carraway, Ervin R. Shames, Paul W. Farris

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Description

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.

Publishing Authority:

Darden Business Publishing – University of Virginia

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