Practical Management Science
6th Edition
ISBN: 9781337406659
Author: WINSTON, Wayne L.
Publisher: Cengage,
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The Biggs Department Store chain has hired an advertising firm to determine the types and
amount of advertising it should invest in for its stores. The three types of advertising available
are television and radio commercials and newspaper ads. The retail chain desires to know the
number of each type of advertisement it should purchase in order to maximize exposure. It is
estimated that each ad or commercial will reach the following potential audience and cost the
following amount:
Exposure
(people/ad or commercial)
Cost
Television commercial
Radio commercial
Newspaper ad
20,000
12,000
9,000
K15,000
K6,000
K4,000
The company must consider the following resource constraints:
1. The budget limit for advertising is K100,000.
2. The television station has time available for 4 commercials.
3. The radio station has time available for 10 commercials.
4. The newspaper has space available for 7 ads.
5. The advertising agency has time and staff available for producing no more than a total of
15 commercials and/or ads.
Formulate a linear programming model for this problem.
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