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  • Cp9 Case1 - Advertising

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    Soumyadip Roychowdhury
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    The document describes a marketing optimization model to maximize exposure rating across different media channels within budget constraints. The decision variables are the number of TV, radio, and newspaper ads, with each having a different exposure rating and customer reach. The objective is to maximize total exposure rating while meeting budget limits for each channel and an overall customer reach threshold. The model is subject to additional constraints on the number of ads per channel.

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    Cp9 Case1_Advertising

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    The document describes a marketing optimization model to maximize exposure rating across different media channels within budget constraints. The decision variables are the number of TV, radio, and newspaper ads, with each having a different exposure rating and customer reach. The objective is to maximize total exposure rating while meeting budget limits for each channel and an overall customer reach threshold. The model is subject to additional constraints on the number of ads per channel.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    36 views5 pages

    Cp9 Case1 - Advertising

    Uploaded by

    Soumyadip Roychowdhury
    The document describes a marketing optimization model to maximize exposure rating across different media channels within budget constraints. The decision variables are the number of TV, radio, and newspaper ads, with each having a different exposure rating and customer reach. The objective is to maximize total exposure rating while meeting budget limits for each channel and an overall customer reach threshold. The model is subject to additional constraints on the number of ads per channel.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 5

    Model 1 Maximizing Exposure Rating 1.

    Decision VariablesT1: Number of TV advertisements with


    rating of 90 and 4000 new customersT2: Number of TV advertisements with rating of 40 and 1500
    new customersR1: Number of Radio advertisements with rating of 25 and 2000 new customersR2:
    Number of Radio advertisements with rating of 15 and 1200 new customersO1: Number of
    Newspaper advertisements with rating of 10 and 1000 new customersO2: Number of Newspaper
    advertisements with rating of 5 and 800 new customers2. Objective Function: – To maximize the
    total exposure rating across all media.

    Max 90T1 + 55T2 + 25R1 + 20R2 + 10 O1 + 5 O23.

    Constraints: 10000T1 + 10000T2 +3000R1 + 3000R2 + 1000 O1 + 1000 O2 <=279000 (Total


    Budget)4000 T1 + 1500 T2 +2000 R1 + 1200 R2 + 1000 O1 + 800 O1 >= 100000 (Customer Reach)R1+
    R2 -2T1 -2T2 >= 0 (Radio advertisement Lower bound)T1 + T2 <= 20 (TV Advertisements Upper
    bound)10000 T1 + 10000 T2 >= 140000 (TV budget Lower bound)3000 R1 + 3000 R2 <= 99000 (Radio
    Budget Upper bound)1000 O1 + 1000 O2 >= 30000 (Online budget Lower bound)T1 <=10 (Television
    first 10 ads)R1 <=15 (Radio first 15 ads)O1 <=20 (Online first 20 ads)T1, T2, R1, R2, O1, O2 >= 0 (Non-
    Negative)1

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