The Reggio Advertising Company wants to plan an advertising campaign across television, radio, and magazines. They have constraints on their budget, reaching women customers, and number of units in each media. This document formulates the company's goals and constraints into a linear programming problem to maximize potential customer reach. The objective function and constraints consider the cost and reach of each media. The variables represent number of advertising units in each media, with constraints on budget, women reached, television spending, and minimum/maximum units of radio and magazines.
The Reggio Advertising Company wants to plan an advertising campaign across television, radio, and magazines. They have constraints on their budget, reaching women customers, and number of units in each media. This document formulates the company's goals and constraints into a linear programming problem to maximize potential customer reach. The objective function and constraints consider the cost and reach of each media. The variables represent number of advertising units in each media, with constraints on budget, women reached, television spending, and minimum/maximum units of radio and magazines.
The Reggio Advertising Company wants to plan an advertising campaign across television, radio, and magazines. They have constraints on their budget, reaching women customers, and number of units in each media. This document formulates the company's goals and constraints into a linear programming problem to maximize potential customer reach. The objective function and constraints consider the cost and reach of each media. The variables represent number of advertising units in each media, with constraints on budget, women reached, television spending, and minimum/maximum units of radio and magazines.
The Reggio Advertising Company wants to plan an advertising campaign across television, radio, and magazines. They have constraints on their budget, reaching women customers, and number of units in each media. This document formulates the company's goals and constraints into a linear programming problem to maximize potential customer reach. The objective function and constraints consider the cost and reach of each media. The variables represent number of advertising units in each media, with constraints on budget, women reached, television spending, and minimum/maximum units of radio and magazines.
PROBLEM 02 – 0026: The Reggio Advertising Company wishes to plan an advertising campaign in three different media--television, radio, and magazines. The purpose of the advertising program is to reach as many potential customers as possible. Results of a market study are given below:
Television Day Prime Time Time Radio Magazines Cost of an advertising $ 40,000 $ 75,000 $ 30,000 $ 15,000 unit Number of potential 400,000 900,000 500,000 200,000 customers reached per unit Number of women 300,000 400,000 200,000 100,000 customers reached per unit
The company does not want to spend more than $800,000 on advertising. It further requires that (1) at least 2 million exposures take place among women; (2) advertising on television be limited to $500,000; (3) at least 3 advertising units be bought on daytime television, and two units during prime time; and (4) the number of advertising units on radio and magazine should each be between 5 and 10. Formulate into a linear programming problem.
Solution: Let x1, x2, x3, and x4 be the number of advertising units bought in daytime television, prime-time television, radio, and magazines, respectively. The total number of potential customers reached (in thousands) = 400x1 + 900x2 + 500x3 + 200 x4. The restriction on the advertising budget is represented by: 40,000x1 + 75,000x2 + 30,000x3 + 15,000x4 ≦ 800,000. The constraint on the number of women customers reached by the advertising campaign becomes: 300,000x1 + 400,000x2 + 200,000x3 + 100,000x4 ≧ 2,00,000. The constraints on television advertising are: 40,000x1 + 75,000x2 ≦ 500,000 x1 ≧ 3 x2 ≧ 2. Since advertising units on radio and magazines should each be between 5 https://stemez.com/subjects/science/1HOperationsReseach/1HOperationsReseach/1HOperationsResearch/1H02-0026.htm 1/2 1/1/2019 https://stemez.com/subjects/science/1HOperationsReseach/1HOperationsReseach/1HOperationsResearch/1H02-0026.htm
and 10, one gets the following constraints:
5 ≦ x3 ≦ 10 5 ≦ x4 ≦ 10. The complete linear programming problem with some minor simplification is given below: Maximize: Z = 400x1 + 900x2 + 500x3 + 200x4 Subject to: 40x1 + 75x2 + 30x3 + 15x4 ≦ 800 30x1 + 40x2 + 20x3 + 10x4 ≧ 200 40x1 + 75x2 ≦ 500 x1 ≧ 3 x2 ≧ 2 x3 ≧ 5 x3 ≦ 10 x4 ≧ 5 x4 ≦ 10.