Benecol Spread and Media Planning Case Solution

Benecol Spread and Media Planning Case Solution

Benecol Spread, a cholesterol-lowering margarine, will be a product with unusual media-planning challenges. Getting a narrow target group and misguided market potential, Manley & Manley needed to get the most "bang for your buck" in the Benecol advertising. Would a media-planning model (optimizer) requiring professionals to judge their judgment on several key inputs be helpful in this particular process? A spreadsheet connected the case allows students to weight the mark groups also to choose among different advertising automobiles to produce the right media plan.