A linear programming computer package is needed. The Westchester Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under way for this year's program. Advertising alternatives include television, radio, and online. Audience estimates, costs, and maximum media usage limitations are as shown. Constraint Audience per advertisement Cost per advertisement Radio Online Maximum media usage Television Radio Online 300,000 54,000 120,000 $300 $600 10 To ensure a balanced use of advertising media, radio advertisements must not exceed 50% of the total number of advertisements authorized. In addition, television should account for at least 10% of the total number of advertisements authorized. 15 10 $2,000 10 (a) If the promotional budget is limited to $27,400, how many commercial messages should be run on each medium to maximize total audience contact? Television 5 X x ✓ 20 Radio Budget Online Budget Total Audience What is the allocation of the budget among the three media, and what is the total audience reached? Television Budget (b) By how much would audience contact increase if an extra $100 were allocated to the promotional budget? (Round your answer to the nearest whole number.)
A linear programming computer package is needed. The Westchester Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under way for this year's program. Advertising alternatives include television, radio, and online. Audience estimates, costs, and maximum media usage limitations are as shown. Constraint Audience per advertisement Cost per advertisement Radio Online Maximum media usage Television Radio Online 300,000 54,000 120,000 $300 $600 10 To ensure a balanced use of advertising media, radio advertisements must not exceed 50% of the total number of advertisements authorized. In addition, television should account for at least 10% of the total number of advertisements authorized. 15 10 $2,000 10 (a) If the promotional budget is limited to $27,400, how many commercial messages should be run on each medium to maximize total audience contact? Television 5 X x ✓ 20 Radio Budget Online Budget Total Audience What is the allocation of the budget among the three media, and what is the total audience reached? Television Budget (b) By how much would audience contact increase if an extra $100 were allocated to the promotional budget? (Round your answer to the nearest whole number.)
Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
Section: Chapter Questions
Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...
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Transcribed Image Text:A linear programming computer package is needed.
The Westchester Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under way for this year's program. Advertising alternatives include television, radio, and online.
Audience estimates, costs, and maximum media usage limitations are as shown.
Constraint
Audience per advertisement
Radio
Online
Cost per advertisement
Maximum media usage
5
15
10
Radio Budget
Online Budget
Total Audience
Television Radio Online
Need Help?
300,000 54,000 120,000
X
$2,000
To ensure a balanced use of advertising media, radio advertisements must not exceed 50% of the total number of advertisements authorized. In addition, television should account for at least 10% of the total number of advertisements
authorized.
Read It
10
(a) If the promotional budget is limited to $27,400, how many commercial messages should be run on each medium to maximize total audience contact?
Television
$300
20
$600
10
What is the allocation of the budget among the three media, and what is the total audience reached?
Television Budget
(b) By how much would audience contact increase if an extra $100 were allocated to the promotional budget? (Round your answer to the nearest whole number.)
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