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Benecol Media Planning Assignment

Madhav Silwal
Yokko Yehang Kirant

Kathmandu University School of Management

Submitted to:
Rupesh Krishna Shrestha

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1. How should media planning and optimization programs relate to the media buying
process? Which comes first?
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2. Which inputs to a media optimization program are most important? Which are least
important? Which are subjective and which are objective?
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3. Use the target group definitions proposed in the case and assign weights to each of the
nine groups (including other adults). Use these target group weights to calculate
weighted CPMs for the media vehicles listed in the Benecol spreadsheet. If you had the
data and time, what other target group definitions might you propose?
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4. For the 10 most efficient media vehicles (lowest weighted CPM), assign impact weights
(with the most effective media vehicle rated a 1.0 impact) and recalculate the weighted
CPMs.
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5. You will have a budget of $10 million for your media plan. For some vehicles, costs of
insertions are included. For vehicles where costs are listed as CPM, you will need to
calculate the cost for the insertion yourself (you can do this on the spreadsheet). Then

Madhav Silwal (13133) & Yokko Yehang Kirant (13112) MBA Fall 2013

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you should sum the costs for all of your insertions and vehicles to reach your total cost,
which should not exceed $10 million for the entire plan.
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6. Pick a general frequency response function (six two-month periods) for each of your
major target groups and be prepared to give a rationale. Why is it important to be
explicit about the period of time over which a frequency response function is valid?
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7. As the product manager for Benecol, what constraints would you place on a media
optimization program if you knew you had to live with the output?
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8. How should such an optimization program be used? Who should make the critical
judgments? How can research reasonably help this process?
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Madhav Silwal (13133) & Yokko Yehang Kirant (13112) MBA Fall 2013