Benecol Spread and Media Planning

23 Pages Posted: 21 Oct 2008

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Robert L. Carraway

University of Virginia - Darden School of Business

Ervin Shames

University of Virginia - Darden School of Business

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.

Excerpt

UVA-M-0664

Rev. Apr. 7, 2016

benecol spread and media planning

Benecol Spread was a product with unusual media planning challenges. With a narrow target group and unproven market potential, it was particularly important for Johnson & Johnson (J&J) to get the most “bang for the buck” from its Benecol advertising. Executives wondered whether a media planning model (optimizer), which required them to quantify their judgment on several key inputs in order to produce useful output, could be helpful in this process.

Margarine and Cholesterol

. . .

Keywords: advertising media, advertising strategy, media planning

Suggested Citation

Farris, Paul and Carraway, Robert L. and Shames, Ervin, Benecol Spread and Media Planning. Darden Case No. UVA-M-0664. Available at SSRN: https://ssrn.com/abstract=910096

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Robert L. Carraway

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/carraway.htm

Ervin Shames

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/shames.htm

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