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.

【書誌情報】

ページ数：23ページ

サイズ：A4

商品番号：HBSP-UV2930

発行日：2010/12/3

登録日：2014/8/20