Lesson 4 Essay - FLAMINGO GRILL Planning an Advertising...

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FLAMINGO GRILLPlanning an Advertising CampaignStephanie Moreno
Haskell and Johnson have been hired to help with the advertising campaign for the upcoming season for Flamingo Grill. The budget has been set for $279,000. The objective is maximize the total exposure rating across all media, but must reach a minimum of 100,000 new customers. Flamingo grill also has specific guidelines for HJ to follow that must be accounted forwhen determining their recommendations. They are to use twice as many radio ads as television ads. Do not use more than 20 TV ads. The TV budget should be a minimum of $140,000. The radio budget is restricted to no more than $99,000. The newspaper budget is to be a minimum of $30,000.HJ has agreed to the guidelines and provided Flamingo Grill with the industry exposure effectiveness ratings per ad as a baseline for the data they are going to prepare.HJ is recommending Flamingo Grill to use 15 TV ads, 33 radio ads, and 30 newspaper ads. The total exposure is 2,160 and the potential new customers reached is 127,100.

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