CASE ANALYSIS

INTEGRATED MARKETING COMMUNICATIONS COURSE

Benecol Spread and Media Planning

SUBMITTED BY
Mohammed Talha

PGP/19/208

Himalaya Reddy

PGP/19/132

Akash

PGP/19/185

Swarup

PGP/19/110

PGP-19, SECTION-B, GROUP 9

Frequency Exposure Curve:

We believe that Benecol is a sensitive and high value and every additional exposure would
have the same marginal impact which wont go down with exposures. So linear frequency
response curve was selected.
We have tried with all types of frequency response curves and check for lowest cost per
exposures.
Changes in target Group:
The following changes were made in the target group.
Group No

Wt Factor

Reason
Income is more than $50000 and age is more than 45. So more
1
2
probability of selling to this group
Income is more than $50000 and age is more than 45. So more
2
2
probability of selling to this group
Income is less than 50000 so probability of selling to them is lesser
3
1.5
than previous two group
Income is less than 50000 so probability of selling to them is lesser
4
0.75
than previous two group
Income is more than $50000 and age is more than 50. So more
5
2
probability of selling to this group
6
1
The targeted age group is 45+ years. Hence effect will be less
7
1.75
The age group is OK but income is lesser.
8
1.5
The age group is OK but income is lesser.
9
0
Age group and income level are not targeted.
*The following changes have been made in the target groups tab.
Media Vehicle Input Sheet:
Media vehicle input was modified as below:
Online Services Microsoft
Better Homes &
Gardens
Business Week

New York Times (Daily)

Wall Street Journal

TV Early News: 7:30p8p

Radio: Rush Limbaugh

Radio: Premiere AM
Drive
CNN

Fortune

AARP The Magazine

Newsweek

Cooking Light

TV Guide

USA Today

The New Yorker

Parade

TV Daytime: 9:00a-4p

n/a

n/a

Media Decisions Sheet:

The following decisions were made to the media decisions sheet:

Vehicle input

Do not adjust Impact Factors or Target Group Multipliers on

this page.

Insertions and
impact

Hit the F9 key before revising "Number of

Insertions"
Number
of
Normalize
insertion
d Impact
1-issue
Cost in
s
factor
reach
(000)

Vehicle

Target
Grp
Multiplier

Target
Weighted
CPM

1.00

$10.00

1.00

$9.04

1.00

$22.14

1.00

$22.19

1.00

$47.78

1.00

$6.25

Online Services Microsoft

1.00

6.7%

Better Homes &

Gardens

1.00

18.8%

Business Week

1.00

2.3%

New York Times

(Daily)

1.00

2.5%

Wall Street Journal

1.00

1.9%

1.00

9.8%

$132,88
0
$339,70
0
$103,30
2
$111,63
6
$177,63
6
$122,66
7

1.00

2.3%

$52,716

1.00

$11.69

0
0
2

1.00
1.00
1.00

8.7%
3.1%
1.9%

1.00
1.00
1.00

$0.59
$6.25
$22.67

AARP The Magazine

1.00

11.0%

1.00

$17.50

Newsweek
Cooking Light

1
0

1.00
1.00

9.8%
5.0%

1.00
1.00

$10.28
$6.44

TV Guide
USA Today
The New Yorker

2
1
1

1.00
1.00
1.00

14.0%
2.8%
1.4%

1.00
1.00
1.00

$5.94
$14.05
$19.86

Parade
TV Daytime: 9:00a-4p
n/a

1
1
0
0

1.00
1.00
n/a
n/a

39.3%
2.8%
n/a
n/a

$10,179
$38,953
$84,500
$385,00
0
$200,00
0
$63,600
$166,10
0
$78,900
$54,940
$794,00
0
$23,981
n/a
n/a

1.00
1.00
n/a
n/a

$10.13
$4.36
n/a
n/a

TV Early News:
7:30p-8p
Radio: Rush
Limbaugh
Radio: Premiere AM
Drive
CNN
Fortune

n/a

Results:

Initial plan

Recommende
d Plan
Statistics

Total cost

$2,505,709
266,1
72
0.
13
35,5
68
1.
00
1.
00
35,5
68

Exposures
Frequency Index
Effective Reach
Group Attractiveness Index
Media Impact Index
Total Weighted Effective
Reach
Cost per weighted effective
exposure

$70.45

Linear frequency response function

Recommend
ed Plan
Statistics
Total cost
Exposures
Frequency Index
Effective Reach
Group Attractiveness Index
Media Impact Index
Total Weighted Effective Reach
Cost per weighted effective
exposure

S-Shaped 3

Recommende
d Plan

$19,56,734
2,38,9
71
0.
19
45,2
03
1.
19
1.
27
68,8
46
$28.42

Statistics
Total cost
Exposures
Frequency Index
Effective Reach
Group Attractiveness Index
Media Impact Index
Total Weighted Effective Reach
Cost per weighted effective exposure

$19,56,734
2,38,97
1
0.5
1
1,22,42
1
1.1
9
1.2
7
1,86,45
0
$10.49

Decline 3

Recommend
ed Plan
Statistics
Total cost
Exposures
Frequency Index
Effective Reach
Group Attractiveness Index
Media Impact Index
Total Weighted Effective Reach
Cost per weighted effective
exposure

$19,56,734
2,38,9
71
0.
35
84,2
50
1.
19
1.
27
1,28,3
14
$15.25

We see that we get the lowest cost per unit with the s-shaped 3 frequency response function.