A product of Cholesterol- lowering margarine, Benecol Spread, faced some different media-planning issues. Although, the market had not shown the potential and had a small market segment, Johnson & Johnson had the aim to capitalize on its Benecol advertising to obtain the most “bang for the buck”. Is it necessary to gather the opinions of the executives on major inputs that could be helpful for developing media-planning model? The case is accompanied by a spreadsheet and asks students to evaluate the target market and to devise a better media plan from various advertising vehicles.
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