Assignment 4 - Planning an Advertising Campaign Haskell and...

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Planning an Advertising Campaign Haskell and Johnson are helping with an advertising campaign for the upcoming season at the Flamingo Grill. They have a budget set for $279,000. Their goal is to maximize the total exposure rating across all media and must reach a minimum of 100,000 new customers. However, the Flamingo Grill has specific guidelines for Haskell and Johnson to follow when determining their recommendations into account. First they are to use twice as many radio ads as television ads. Secondly do not use more than 20 TV ads. Thirdly the TV budget should be a minimum of $140,000. Fourth the radio budget is restricted to no more than $99,000. Lastly the newspaper budget is to be a minimum of $30,000. H&J has agreed to the guidelines and provided the Flamingo Grill with the industry exposure effectiveness ratings per ad as a baseline for the data they are going to prepare. 1 st 10 Ads 10+ Ads Advertising Media Exposure Rating New Customers Cost Exposure New Customers TV 90 4000 $ 10,000 55 1500 Radio 25 2000 $ 3,000 20 1200 News 10 1000 $ 1,000 5 800 H&J is recommending Flamingo Grill to use 15 TV ads, 33 radio ads, and 30 newspaper ads. The
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