3 media selection data tv spot 1 minute 5000 800 12

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Unformatted text preview: al audience through various media. 3 Media Selection Data TV spot (1 minute) 5,000 800 12 Daily newspaper (full-page ad) 8,500 925 5 Radio spot (30 seconds, prime time) 2,400 290 25 Radio spot (1 minute, afternoon) 2,800 380 20 • Contract arrangements require at least five radio spots be selected each week. • Management insists no more than $1,800 be spent on radio advertising each week. 4 LP Formulation for Media Selection Objective: Maximize audience coverage = 5000 X1 + 8500 X2 + 2400 X3 +2800 X4 • Decision variables X1 = number of 1-minute TV spots selected each week. X2 = number of full-page daily newspaper ads selected each week. X3 = number of 30-second prime-time radio spots selected each week. X4 = number of 1-minute afternoon radio spots selected each week. [More than 2 variables ⇒ cannot use graphical solution] 5 LP Formulation for Media Selection Objective: Maximize audience coverage = 5000 X1 + 8500 X2 + 2400 X3 +2800 X4 subject to: X1 ≤ 12 (max TV spots / week) X2 ≤ 5 (max newspaper ads /...
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