Flamingo Grill.pptx - Flamingo Grill Xieshuo Huang MGOC10...

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Flamingo Grill Xieshuo Huang MGOC10 LEC 02 1002541038
Backgroug Infomation
Analysis Budget: 279000 Exposure Effectiveness: Initiate ad Aftereffect ad Advertising Media Exposure Rating per Ad New customers per Ad Cost per Ad Television 90 4000 $10,000 Radio 25 2000 $3,000 Newspaper 10 1000 $1,000 Advertising Media Exposure Rating per Ad New customers per Ad Cost per Ad Television (after 10 ads) 55 1500 $10,000 Radio (after 15 ads) 20 1200 $3,000 Newspaper (after 20 ads) 5 800 $1,000
Analysis - Constraints The number of new customers to be reached should be at least 100,000. Use at least twice as many radio advertisements as television advertisements. Use no more than 20 television advertisements. The television budget should be at least $140,000. The radio advertisement budget is restricted to a maximum of $99,000. The newspaper budget is to be at least $30,000. Most importantly, the budget of allowance for the advertising campaign is $279,000.
Analysis – Formulation MODEL: [OBJ] Max = 90*T1 + 55*T2 +25*R1 + 20*R2 +10*N1 +5*N2; [ConT] T1 < 10; [ConR] R1 < 15; [ConN] N1 < 20;

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