Case Study: Linear Programming

OPTIMIZEMESSAGINGABOUTCOVID-19

The Public Health Commission in NJ needs to spread the message about washing hands and social distancing to youngerresidents in NJ to help reduce the spread of COVID-19 and lower the curve. To help plan the marketing strategy to spread this health advisory to millennials, the NJ Public Health Commission team hired the advertising firm of Jesser,Jeffrey, and Jacobs (JJJ). The management team requested JJJ's recommendation concerning how to distribute their budget across Facebook, Google Ads, and Internet Radio (eg. Spotify). The budget has been set at $375,000.

In a meeting with the Public Health Commission, JJJ consultants provided the following information about the potential effectiveness rating (Exposure Rating) per ad, their estimate of the number of millennials reached per ad, and the cost for each ad.

MEDIA Exposure Rating per Ad # People Reached per Ad Cost per Ad Facebook Goo-1e Ads Internet Radio 15 1000 $1,000