Refer to the Draft TV Commercials case. From the corresponding exercise in Chapter 3, review the design of a spreadsheet for this problem.

a. Develop a base case. You may create any data you need for this purpose. Why is this base case appropriate for this situation?

b. Perform an appropriate sensitivity analysis. Which parameters have the most significant impact on the results? Can you find applications for the Parametric Sensitivity, Tornado Chart, and Scenario Manager tools?

c. Identify applications of Goal Seek in this situation. (For example, what percentage of the overall budget should be devoted to draft commercials in order to achieve a preset target number of impressions?)

d. Identify potential applications of optimization in this case.

e. Identify potential applications of simulation in this case.