TY  - JOUR
AB  - 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?
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000193
UR  - https://doi.org/10.1108/case.darden.2016.000193
AU  - Farris Paul W.
AU  - Pfeifer Phillip E.
PY  - 2017
Y1  - 2017/01/01
TI  - Media Planning at Pfeifer's Fine Olive Oil
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 17
Y2  - 2024/04/19
ER  -