Media Planning at Pfeifer's Fine Olive Oil

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

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?

Keywords

Citation

Farris, P. and Pfeifer, P. (2017), "Media Planning at Pfeifer's Fine Olive Oil", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000193

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Publisher

:

University of Virginia Darden School Foundation

Copyright © 2011 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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