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Keywords: media planning
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Teaching Notes
Journal:
Teaching Notes
Teaching Notes 1–23.
Published: 20 January 2017
...Richard R. Johnson; Robert L. Carraway; Ervin R. Shames; Paul W. Farris Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the most “bang for the buck...
Includes: Supplementary data
