TY  - JOUR
AB  - 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.
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000039
UR  - https://doi.org/10.1108/case.darden.2016.000039
AU  - Johnson Richard R.
AU  - Carraway Robert L.
AU  - Shames Ervin R.
AU  - Farris Paul W.
PY  - 2017
Y1  - 2017/01/01
TI  - Benecol Spread and Media Planning
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 23
Y2  - 2024/04/25
ER  -