The Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under...
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The Chamber of Commerce periodically sponsors public serviceseminars and programs. Currently, promotional plans are under wayfor this year's program. Advertising alternatives includetelevision, radio, and online. Audience estimates, costs, andmaximum media usage limitations are as shown:
Constraint Television Radio Online Audience per advertisement 140,000Â Â 18,000Â Â 30,000Â Â Cost per advertisement $1,500Â Â $200Â Â $550Â Â Maximum media usage 15Â Â 19Â Â 12Â Â
To ensure a balanced use of advertising media, radioadvertisements must not exceed 45% of the total number ofadvertisements authorized. In addition, television should accountfor at least 15% of the total number of advertisementsauthorized.
(a) If the promotional budget is limited to $24,100, how manycommercial messages should be run on each medium to maximize totalaudience contact?
Advertisement AlternativesNo of commercial
messages Television Radio Online
What is the allocation of the budget among the threemedia? Advertisement Alternatives Budget ($) Television $ Radio $ Online $
What is the total audience reached? (b) By how much would audience contact increase if an extra $100were allocated to the promotional budget? Increase in audience coverage of approximately
The Chamber of Commerce periodically sponsors public serviceseminars and programs. Currently, promotional plans are under wayfor this year's program. Advertising alternatives includetelevision, radio, and online. Audience estimates, costs, andmaximum media usage limitations are as shown:
| Constraint | Television | Radio | Online |
| Audience per advertisement | 140,000Â Â | 18,000Â Â | 30,000Â Â |
| Cost per advertisement | $1,500Â Â | $200Â Â | $550Â Â |
| Maximum media usage | 15Â Â | 19Â Â | 12Â Â |
To ensure a balanced use of advertising media, radioadvertisements must not exceed 45% of the total number ofadvertisements authorized. In addition, television should accountfor at least 15% of the total number of advertisementsauthorized.
| (a) | If the promotional budget is limited to $24,100, how manycommercial messages should be run on each medium to maximize totalaudience contact? | ||||||||
| |||||||||
| What is the allocation of the budget among the threemedia? | |||||||||
| |||||||||
| What is the total audience reached? | |||||||||
| (b) | By how much would audience contact increase if an extra $100were allocated to the promotional budget? | ||||||||
| Increase in audience coverage of approximately |
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