Benecol Spread and Media Planning

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.

Citation

Johnson, R.R., Carraway, R.L., Shames, E.R. and Farris, P.W. (2017), "Benecol Spread and Media Planning", . https://doi.org/10.1108/case.darden.2016.000039