Reference no: EM13236193
The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida. To help plan an advertising campaign for the coming season. Flamingo's management team hired the advertising firm of Haskell & Johnson (HJ). The management team requested HJ's recommendation concerning how the advertising budget should be distributed across television, radio and newspaper advertisements. The budget has been set at $279,000.
In a meeting with Flamingo's management team, HJ consultants provided the following information about the industry exposure effectiveness rating per ad, their estimate of the number of potential new customers reached per ad, and the cost for each ad.
Advertising Media Exposure Rating per Ad New Customers per Ad Cost per Ad
Television 90 4000 $10,000
Radio 25 2000 $3,000
Newspaper 10 1000 $1,000
The exposure rating is viewed as a measure of the value of the ad to both existing customers an potential new customers. It is a function of such things as image, message recall, visual and audio appeal, and so on. As expected, the more expensive television advertisement has the highest exposure effectiveness rating along with the greatest potential for reaching new customers.
At this point, the HJ consultants pointed out that the data concerning exposure and reach were only applicable to the first few ads in each media. For television, HJ stated that the exposure rating of 90 and the 4000 new customers reached per ad were reliable for the first 10 television ads. After 10 ads, the benefit is expected to decline. For planning purposes, HJ recommended reducing the exposure rating to 55 and the estimate of the potential new customers reached to 1500 for any television ads beyond 10. For radio ads, the preceding data are reliable up to a maximum of 15 ads. Beyond 15 ads, the exposure rating declines to 20 and number of new customers reached declines to 1200 per ads. Similarly for newspaper ads, the preceding data are reliable up to a maximum of 20; the exposure rating declines to 5 and the potential number of new customers reached declines to 800 for the additional ads.
Flamingo's management team accepted maximizing the total exposure rating, across all media, as the objective of the advertising campaign. Because of management's concern with attracting new customers, management stated that the advertising must reach at least 100,000 new customers. To balance the advertising campaign and make use of all advertising media, Flamingo's management team also adopted the following guidelines.
• Use at least twice as many radio advertisements as television advertisement.
• Use no more than 20 television advertisements.
• The television budget should be at least $140,000.
• The radio advertising budget is restricted to a maximum of $99,000.
• The newspaper budget is to be at least $30,000.
HJ agreed to work with these guidelines and provide a recommendation as to how the $279,000 advertising budget should be allocated among television, radio and newspaper advertising.
Managerial Report
Develop a model that can be used to determine the advertising budget allocation for the Flamingo Grill. Include a discussion of the following in your report.
1. A schedule showing the recommended number of television, radio, and newspaper advertisements and the budget allocation for each media. Show the total exposure and indicate the total number of potential new customers reached.
2. How would the total exposure change if an additional $10,000 were added to the advertising budget?
3. A discussion of the ranges for the objective function coefficients. What do the ranges indicate about how sensitive the recommended solution is to HJ's exposure rating coefficients?
4. After reviewing HJ's recommendation, the Flamingo's management team asked how the recommendation would change if the objective of the advertising campaign was to maximize the number of potential new customers reached. Develop the media schedule under this objective.
5. Compare the recommendations from parts 1 and 4. What is your recommendation for the Flamingo Grill's advertising campaign?
|
What is the speed of the truck when they are abreast
: An automobile and a truck start from rest at the same instant, with the automobile initially at some distance behind the truck, What is the speed of the truck when they are abreast, How far was the automobile behind the truck initially
|
|
What is the utility value along the indifference curve
: Suppose an indifference curve is given by the equation U= (1/2)*C*T. Assume that initially the consumer owns the bundle C = 20, T = 2. Reminder: In order to get full credit: a. What is the Utility value along this indifference curve
|
|
What main politcal and economic effects
: What main Politcal and Economic effects did cell phones have in the U.S. and International?
|
|
Evaluate the concentrations of all species
: Calculate the concentrations of all species in a 0.700 M Na2SO3 (sodium sulfite) solution. The ionization constants for sulfurous acid are Ka1 = 1.4× 10-2 and Ka2 = 6.3× 10-8.
|
|
Determine the advertising budget allocation
: A schedule showing the recommended number of television, radio, and newspaper advertisements and the budget allocation for each media. Show the total exposure and indicate the total number of potential new customers reached.
|
|
Explain will ann change the amount of ice cream and books
: Ann's only income is her annual college scholarship, which she spends exclusively on gallons of ice cream and books. Last year, when ice cream cost $10 and used books cost $20, Ann spent her $250 scholarship on 5 gallons of ice cream
|
|
Other religions, has many different sects
: We have learned that Buddhism, like many other religions, has many different sects. Look over the material on Theravada, Mahayana and Vajrayana that is in the notes and in your book.
|
|
State what is the empirical formula of the unknown compound
: A 0.464 g sample of a compound containing the elements carbon, hydrogen, oxygen, and sulphur was burned completely, yielding 0.969 g CO2 and 0.198 g H2O. In a separate experiment, all the sulphur in another 0.464 g sample was converted to 0.859 g ..
|
|
What is the required format of a linear programming problem
: What is the required format of a linear programming problem needed if we want to solve it by using QM for Windows? What information about the solution can you collect from the results provided by QM for Windows? Discuss briefly.
|