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The Flamingo GrillCase ReportBy: Rebecca Johnson
Executive ReportBackgroundThe 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.ObjectiveMaximize the total exposure rating across all media, while reaching at least 100,000 new customers.MethodologyA Linear Mathematical Program was created. The program was then entered into Excel, and solved using Excel solver.ResultsAdvertising MediaTelevisionRadioNewspaperT1T2R1R2N1N2Recommended Number of Ads10515182010Max Total Exposure Rating2160RecommendationI recommend that The Flamingo Grill uses 15 television ads, 33 radio ads, and 30 newspaper ads.RationaleFollowing this recommendation will maximize the Total Exposure Rating.
Managerial Report1. Advertising Schedule: MediaNumber of AdsBudgetTelevision15$150,000Radio33$99,000Newspaper30$30,000