Media Planning at Pfeifer's Fine Olive Oil

Abstract

Pfeifer's Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing product offerings and market potential, it was particularly important for Pfeifer's Fine Olive Oil to get the most for its limited advertising budget. The range of possible media for advertising its line of products was daunting. Would a media planning model (optimizer) that required executive judgments on several key inputs be helpful? Excerpt UVA-M-0812 Rev. Nov. 21, 2011 media planning for pfeifer's fine olive oil Pfeifer's Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing product offerings and market potential, it was particularly important for Pfeifer's Fine Olive Oil to get the most for its limited advertising budget. The range of possible media for advertising its line of products was daunting (see Exhibit 1 for potential media types). Would a media planning model (optimizer) that required executive judgments on several key inputs be helpful? Basic Media Planning Metrics To evaluate the relative effectiveness of media vehicles and combinations, the following criteria are relevant. . . .