Question
The ministry of communication and mass media periodically sponsors public service seminars and programs. Currently, the promotional plans are under way for this year's program.
The ministry of communication and mass media periodically sponsors public service seminars and programs. Currently, the promotional plans are under way for this year's program. Advertising alternatives includes television, radio, newspaper, and social media. The table below provides information about audience estimates, costs, and maximum media usage limitations.
Television | Radio | Newspaper | Social Media | |
Audience per Ad | 100,000 | 18,000 | 40,000 | 60,000 |
Cost per Ad | 2,000 | 300 | 600 | 200 |
Max Media Usage Limitation | 10 | 10 | 10 | 10 |
To ensure a balanced usage of advertising media, radio ads are not to exceed 50% of the total number of ads authorized. In addition, television ads should account for at least 10% of the total number of ads authorized. If the promotional budget is $18,200, the ministry would like to formulate a linear programming problem that determines the number of commercial messages that should be run in order to maximize the total audience contact.
1. Formulate and setup the Linear Programming problem using excel or any other computer software of your choice.
2. Present the outputs generated by the software.
3. What are the managerial interpretations of the results, along with recommendations for solving the case study,
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