Practical Management Science
Practical Management Science
6th Edition
ISBN: 9781337406659
Author: WINSTON, Wayne L.
Publisher: Cengage,
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 part a and b 

The Westchester Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under way for this year's program. Advertising
alternatives include television, radio, and online. Audience estimates, costs, and maximum media usage limitations are as shown.
Constraint
Audience per advertisement
Radio
Online
Cost per advertisement
Maximum media usage
10
Television Radio Online
400,000 72,000 160,000
Ra Budget
Online Budget
Total Audience
$2,000
6000
10
$300
To ensure a balanced use of advertising media, radio advertisements must not exceed 50% of the total number of advertisements authorized. In addition, television should account
for at least 10% of the total number of advertisements authorized.
20
(a) If the promotional budget is limited to $27,400, how many commercial messages should be run on each medium to maximize total audience contact?
Television
X
X
$600
10
What is the allocation of the budget among the three media, and what is the total audience reached?
Television Budget
X
(b) By how much would audience contact increase if an extra $100 were allocated to the promotional budget? (Round your answer to the nearest whole number.)
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Transcribed Image Text:The Westchester Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under way for this year's program. Advertising alternatives include television, radio, and online. Audience estimates, costs, and maximum media usage limitations are as shown. Constraint Audience per advertisement Radio Online Cost per advertisement Maximum media usage 10 Television Radio Online 400,000 72,000 160,000 Ra Budget Online Budget Total Audience $2,000 6000 10 $300 To ensure a balanced use of advertising media, radio advertisements must not exceed 50% of the total number of advertisements authorized. In addition, television should account for at least 10% of the total number of advertisements authorized. 20 (a) If the promotional budget is limited to $27,400, how many commercial messages should be run on each medium to maximize total audience contact? Television X X $600 10 What is the allocation of the budget among the three media, and what is the total audience reached? Television Budget X (b) By how much would audience contact increase if an extra $100 were allocated to the promotional budget? (Round your answer to the nearest whole number.)
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