casestudy - The Flamingo Grill Case Report By Rebecca...

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The Flamingo Grill Case Report By: Rebecca Johnson
Executive Report Background The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida. Flamingo’s management team hired advertising firm Haskell & Johnson to recommend how their advertising budget of $279,000 should be allocated across television, radio, and newspaper advertisements. Objective Maximize the total exposure rating across all media, while reaching at least 100,000 new customers. Methodology A Linear Mathematical Program was created. The program was then entered into Excel, and solved using Excel solver. Results Advertising Media Television Radio Newspaper T1 T2 R1 R2 N1 N2 Recommended Number of Ads 10 5 15 18 20 10 Max Total Exposure Rating 2160 Recommendation I recommend that The Flamingo Grill uses 15 television ads, 33 radio ads, and 30 newspaper ads. Rationale Following this recommendation will maximize the Total Exposure Rating.
Managerial Report 1. Advertising Schedule : Media Number of Ads Budget Television 15 $150,00 0 Radio 33 $99,000 Newspape r 30 $30,000

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