TMGT 7060 HW5 Part 1.docx - Planning an Advertising...

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Planning an Advertising Campaign The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida. To help plan an advertising campaign for the coming season, Flamingo’s management team hired the advertising firm of Haskell & Johnson (HJ). The management team requested HJ’s recommendation concerning how the advertising budget should be distributed across television, radio, and online advertisements. The budget has been set at $279,000. In a meeting with Flamingo’s management team, HJ consultants provided the following information about the industry exposure effectiveness rating per ad, their estimate of the number of potential new customers reached per ad, and the cost for each ad: Advertising Media Exposure Rating per Ad New Customers per Ad Cost per Ad Television 90 4,000 $10,000 Radio 25 2,000 $ 3,000 Online 10 1,000 $ 1,000 The exposure rating is viewed as a measure of the value of the ad to both existing customers and potential new customers. It is a function of such things as image, message recall, visual and

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