Packaged goods giant Proctor and Clarke is debuting a new "green" laundry detergent called BioKleen and plans to launch the product with a fairly straight forward (by some measures unoriginal) ad campaign. Given that BioKleen won't have a creative advertising edge, its brand manager needs to find a way to create the most impressions per advertising dollar in order to grab market share. In this case students study the media costs and demographics of broadcast television, print, and Internet to create the optimum mix for reaching the campaign's goals and generating the most impressions per advertising dollar.

Case id: 090210