Problem:
An advertising campaign is proposed for a new toy.
Ads are to be placed on television, in magazines, and in the Sunday paper. The intent is to reach 5 million children and 5 million parents of young children. Discount coupons will be used with the magazine and newspaper ads.
Effects of Each Ad
|
|
TV |
Magazine |
Sunday |
|
| Effects |
|
Commercial |
Ad |
Ad |
Totals |
| Young childdren reached |
1.2M |
0.1M |
0 M |
at least 5M |
| Parents of young children |
0.5M |
0.2M |
0.2M |
at least 5M |
| Coupon Redemption |
0 |
$40K/ad |
$120K/Ad |
$1490K |
| Ad Budget |
$300/eah |
$150/each |
$100/each |
$4,000 |
| Planning Budget |
$90/each |
$30/each |
$40/each |
$1,000 |
| Exposures |
1300K/Ad |
600K/Ad |
500K/Ad |
Maximize |
We want to learn how many of each type ad to run to maximize the product's exposure.
a. What is the goal or objective function?
b. What are the constaints?