(Media selection problem) The advertising director for Diversey Paint and Supply, a chain of four retail stores...
Question:
(Media selection problem) The advertising director for Diversey Paint and Supply, a chain of four retail stores on Chicago’s North Side, is considering two media possibilities. One plan is for a series of half-page ads in the Sunday Chicago Tribune newspaper, and the other is for advertising time on Chicago TV. The stores are expanding their lines of do-it-yourself tools, and the advertising director is interested in an exposure level of at least 40% within the city’s neighborhoods and 60% in northwest suburban areas.
The TV viewing time under consideration has an exposure rating per spot of 5% in city homes and 3% in the northwest suburbs. The Sunday newspaper has corresponding exposure rates of 4% and 3% per ad. The cost of a half-page Tribune advertisement is
$925; a television spot costs $2,000.
Diversey Paint would like to select the least costly advertising strategy that would meet desired exposure levels.
(a) Formulate using LP.
(b) Solve the problem.
Step by Step Answer:
Quantitative Analysis For Management
ISBN: 9781292217659
13th Global Edition
Authors: Barry Render, Ralph M. Stair, Michael Hanna, Trevor Hale