BENECOL SPREAD AND

MEDIA PLANNING
 Weighting factors of target groups

Group-1: Excellent

Group-2: Much better than Average

Group-3: Average

Group-4: Slightly worse than average

Group-5: Excellent

Group-6: Better than average

Group-7: Average

Group-8: Slightly worse than average

Group-9: Worse than average

  
Reasons for prioritising the target

As per Table 5, population of target group of County C+D is less than

that of A+B. Hence, more priority given to A+B category.

Higher priority to population above 45 years of age:

 Older people tend to have more functional food as compared to person

who is younger. Hence, given higher priority to 45+ category. 

We give people earning more $50000 higher priority:

 Benecol falls under category of premium product.

 Benecol was two times better compared to Take Control in reducing bad

Cholesterol.
 So, people with higher income will be able to afford Benecol. Hence, we

give people earning more $50000 higher priority.

 Media Vehicle Weights

Chosen channels: Magazine and Television

Why?
 To retain the full impact of the advertisements, it is better to

advertise in magazines rather than black and white

newspapers .
 Since they are advertising during the year 1999, the impact

of online services can be neglected.

 Moreover due to the complexity of explaining the concept

of bad cholesterol and its effects, the campaign cannot be

broadcasted on the radio. Moreover this is also consistent
with the image of Benecol Spread being a premium high
performance product.
Exhibit 1
Exhibit 2
Thank You