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 Maximum media usage Television Radio Online 100,000 18,000 40,000 $2000 $300 $600 10 20 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. (a) If the promotional budget is limited to $18,200, how many commercial messages should be run on each medium to maximize total audience contact? If your answer is zero enter "0". Advertisement Alternatives Television Radio Online No of commercial messages 20 6 What is the allocation of the budget among the three media? Advertisement Alternatives Budget Allocation Television Radio Online 14000 $ 6000 $ 3600 What is the total audience reached? 1,300,000 (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. Increase in audience coverage of approximately 40000

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 Maximum media usage Television Radio Online 100,000 18,000 40,000 $2000 $300 $600 10 20 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. (a) If the promotional budget is limited to $18,200, how many commercial messages should be run on each medium to maximize total audience contact? If your answer is zero enter "0". Advertisement Alternatives Television Radio Online No of commercial messages 20 6 What is the allocation of the budget among the three media? Advertisement Alternatives Budget Allocation Television Radio Online 14000 $ 6000 $ 3600 What is the total audience reached? 1,300,000 (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. Increase in audience coverage of approximately 40000

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter17: Advertising And Public Relations

Section: Chapter Questions

Problem 5DRQ

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