Media Planning at Pfeifer's Fine Olive Oil

Abstract

Pfeifer's Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing product offerings and market potential, it was particularly important for Pfeifer's Fine Olive Oil to get the most for its limited advertising budget. The range of possible media for advertising its line of products was daunting. Would a media planning model (optimizer) that required executive judgments on several key inputs be helpful?

Excerpt

UVA-M-0812

Rev. Nov. 21, 2011

media planning for pfeifer's fine olive oil

Pfeifer's Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing product offerings and market potential, it was particularly important for Pfeifer's Fine Olive Oil to get the most for its limited advertising budget. The range of possible media for advertising its line of products was daunting (see Exhibit 1 for potential media types). Would a media planning model (optimizer) that required executive judgments on several key inputs be helpful?

Basic Media Planning Metrics

To evaluate the relative effectiveness of media vehicles and combinations, the following criteria are relevant.

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Keywords: impressions, exposures, reach, frequency, audience, CPM, media planning