Drugco is trying to determine how to advertise in the leading medical journals. The Medicaldata.xlsx file (see
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Drugco is trying to determine how to advertise in the leading medical journals. The Medicaldata.xlsx file (see Figure 35-8) contains the number of annual exposures to each kind of doctor Drugco wants to generate. Drugco knows the cost of a one-page ad in each journal and how many doctors of each type subscribe to each journal. For example, a one-page ad in American Family Physician (AFP) costs $19,699, and there are 80,601 family practitioners who subscribe to AFP. Assume that each journal is published 12 times a year and Drugco can place at most two ads in each issue of a journal. How can Drugco minimize the cost of obtaining the wanted number of exposures?
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Marketing Analytics: Data-Driven Techniques With Microsoft Excel
ISBN: 216520
1st Edition
Authors: Wayne L Winston
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