Fine olive oil Pfeifer has been formulated and is positioned as the cardiovascular system, but a little more expensive, replace butter and margarine in cooking. With a narrow target market and growing product and market potential, it was especially important for the Fine Olive Oil Pfeifer, to get the most for their limited advertising budget. The range of possible media to advertise their product line was difficult. Will the media planning model (optimization), which require the executive judgment on a number of key inputs to be useful? "Hide
by Paul W. Farris, Phillip E. Pfeifer Source: Darden School of Business 17 pages. Publication Date: July 12, 2011. Prod. #: UV5776-PDF-ENG
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