CASE ANALYSIS INTEGRATED INTEGRATED MARKETING MARKE TING COMMUNICAT CO MMUNICATIONS IONS COURSE COU RSE
Benecol Spread and Media Planning
SUBMITTED BY Mohaed Talha
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Frequency Exposure Curve:
1e 2elie3e 4ha4 Benecol i+ a +en+i4i3e and high 3al.e and e3er( addi4ional e5po+.re -o.ld ha3e 4he +ae arginal ipac4 -hich -on64 go do-n -i4h e5po+.re+7 So linear 8re9.enc( re+pon+e c.r3e -a+ +elec4ed7 1e ha3e 4ried -i4h all 4(pe+ o8 8re9.enc( re+pon+e c.r3e+ and chec* 8or lo-e+4 co+4 per e5po+.re+7 Changes in target Group:
The 8ollo-ing change+ -ere ade in 4he 4arge4 gro.p7 Group No
Wt Factor
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Reason Incoe i+ ore 4han :,%%%% and age i+ ore 4han ;,7 So ore pro2a2ili4( o8 +elling 4o 4hi+ gro.p Incoe i+ ore 4han :,%%%% and age i+ ore 4han ;,7 So ore pro2a2ili4( o8 +elling 4o 4hi+ gro.p Incoe i+ le++ 4han ,%%%% +o pro2a2ili4( o8 +elling 4o 4he i+ le++er 4han pre3io.+ 4-o gro.p Incoe i+ le++ 4han ,%%%% +o pro2a2ili4( o8 +elling 4o 4he i+ le++er 4han pre3io.+ 4-o gro.p Incoe i+ ore 4han :,%%%% and age i+ ore 4han ,%7 So ore pro2a2ili4( o8 +elling 4o 4hi+ gro.p The 4arge4ed age gro.p i+ ;,< (ear+7 'ence e88ec4 -ill 2e le++ The age gro.p i+ OK 2.4 incoe i+ le++er7 The age gro.p i+ OK 2.4 incoe i+ le++er7
Age gro.p and incoe le3el are no4 4arge4ed7 % ! &'he (o))o*ing changes have +een ,a-e in the target groups ta+. e-ia /ehic)e 0nput heet:
Media 3ehicle inp.4 -a+ odi8ied a+ 2elo-= Online Services Microsoft Better Homes & Gardens Business Week
New York Times (ail!"
Wall Street #ournal T$ %arl! News ')*+*
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Newsweek
3ookin0 .i0t
T$ Guide
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Te New Yorker
1arade
T$ a!time 7))a-8*
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e-ia ecisions heet:
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Vehicle input Insertions and impact
Vehicle
o not ad:ust ;m*act 4actors or Tar0et Grou* Multi*liers on tis *a0e< Hit the F9 key before revising "Number of Insertions" Number of Normalize insertion d Impact 1issue !ost in s factor reach ###$
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Ini4ial plan
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%otal cost
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%D*osures 4reEuenc! ;ndeD %Fective ,eac Grou* 2ttractiveness ;ndeD Media ;m*act ;ndeD %otal (eighted /@ective 4each
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4ecommend ed )lan 7tatistics %otal cost
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%D*osures 4reEuenc! ;ndeD %Fective ,eac Grou* 2ttractiveness ;ndeD Media ;m*act ;ndeD %otal (eighted /@ective 4each !ost per ,eighted e@ective eAposure hape- 3
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7tatistics %otal cost
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4ecommend ed )lan 7tatistics %otal cost
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