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    GCP SectionA

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    ragha_4544v
    The document discusses media planning for advertising Benecol spread. It assigns target groups weighting factors from 0.5x to 2x based on income, age, and heart disease risk. Groups over 45 earning over $50k received 2x weight. Television and magazines were chosen as advertising channels due to their ability to promote Benecol as a premium product and explain its health benefits. Planning tools help identify attractive segments, appropriate media, and cost-effective exposure frequencies.

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    GCP SectionA

    Uploaded by

    ragha_4544v
    34 views8 pages
    The document discusses media planning for advertising Benecol spread. It assigns target groups weighting factors from 0.5x to 2x based on income, age, and heart disease risk. Groups over 45 earning over $50k received 2x weight. Television and magazines were chosen as advertising channels due to their ability to promote Benecol as a premium product and explain its health benefits. Planning tools help identify attractive segments, appropriate media, and cost-effective exposure frequencies.

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    Giant Consumer Products

    Original Title

    GCP_SectionA

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    The document discusses media planning for advertising Benecol spread. It assigns target groups weighting factors from 0.5x to 2x based on income, age, and heart disease risk. Groups over 45 earning over $50k received 2x weight. Television and magazines were chosen as advertising channels due to their ability to promote Benecol as a premium product and explain its health benefits. Planning tools help identify attractive segments, appropriate media, and cost-effective exposure frequencies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    34 views8 pages

    GCP SectionA

    Uploaded by

    ragha_4544v
    The document discusses media planning for advertising Benecol spread. It assigns target groups weighting factors from 0.5x to 2x based on income, age, and heart disease risk. Groups over 45 earning over $50k received 2x weight. Television and magazines were chosen as advertising channels due to their ability to promote Benecol as a premium product and explain its health benefits. Planning tools help identify attractive segments, appropriate media, and cost-effective exposure frequencies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    Benecol spread

    and Media
    planning

    Section A
    Group 12
    Reasons for Frequency Response function

    Chosen FRF: S-Shaped 3

     The frequency response was set at 3 because the minimum


    threshold level of 3 ads is required to make an impact
     Since the product has health benefits, we have chosen the TG
    in such a manner such that they are health conscious. When
    this people get the desired results, good word of mouth will
    increase the sales of the product
    Weighting factors of target groups
     Group 1, 2 and 5 were assigned “Excellent (2x)” weight as they
    belonged to higher ( >$50k) income group and therefore could afford
    the high priced Benecol. Also since they belonged to high age group
    (45+) they had higher risk of Heart Diseases.

     Group 3, 4, 7 and 8 were assigned “Average (1x)” weight as


    they belonged to lower (<$50k) income group and therefore had
    lower affordability. But since risk rate was high as they were aged
    45+ the weight should not be below average.

     Group 6 was assigned “Much Better than Average (1.75x)”


    weight as the affordability was high due to high income level but
    since they belonged to 25-55 years of age the risk rate was lower
    (Post-menopausal women have higher rate)

     Group 9 was assigned “Worse than Average (0.5x)” weight due


     
    Reasons for assigned weightage of TG

    1. 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.

    2. 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. 

    3. 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.
    Reasons for assigned weightage of Media
    Vehicle
    Chosen channels: Magazine and Television
    Why?
     We suggest advertisements in Magazines as a higher priority
    than Daily Newspapers to be consistent with the premium
    image and also enhance reach.
     Since they are advertising during the year 1999, the impact of
    online services can be neglected.
     The complexity of explaining the concept of bad cholesterol
    and its effects, makes it difficult to broadcast in radio.
    Moreover this is also consistent with the image of Benecol
    Spread being a premium high performance product.
    Exhibit 1
    Exhibit 2
    Importance of Planning optimizer

     Helps in identifying the most attractive target segment by giving


    weight to different segments based on the percentage population.

     Helps in deciding on the media vehicles based on the percentage


    population, the reach and the advertising costs (Cost per thousand,
    CPM).

     The impact factor is used to come at the cost effectiveness of


    different media vehicles.

     The tool includes all the weights and the investment which needs to
    allocated with frequency of exposures, thus giving a total overview
    of the solution to be implemented.

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