Benecol Spread, a cholesterol-lowering margarine, was a merchandise with uncommon media -planning challenges.
Having a narrow target group and unproven market potential, Johnson & Johnson needed to get the most "bang for the dollar" from its Benecol promotion. It needs to be seen if a media-planning model requires executives to evaluate their decision on innumerable inputs that are crucial be helpful in this method?
A spreadsheet permits students to weight the target groups and to choose among different advertising vehicles to form the best possible media strategy.
PUBLICATION DATE: July 24, 2014 PRODUCT #: UV2930-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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