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Win Big Gambling Club promotes gambling junkets from a large city to casinos in The Bahamas. The club has budgeted up to $8,000 per week for local advertising. The money is to be allocated among four promotional media: TV spots, newspaper ads, and two types of radio advertisements. Win Big's goal is to reach the largest possible high-potential audience through the various media. The table below presents the number of potential gamblers reached by making use of an advertisement in each of the four media. It also provides the cost per advertisement placed and the maximum number of ads that can be purchased per week.
MEDIUM
AUDIENCE REACHED PER AD
COST PER AD
MAXIMUM ADS PER WEEK
TV spot (1 minute)
5,000
$800
12
Daily newspaper (full-page ad)
8,500
$925
5
Radio spot (30 seconds, prime time)
2,400
$290
25
Radio spot (1 minute, afternoon)
2,800
$380
20
Win Big's contractual arrangements require that at least five radio spots be placed each week. To ensure a broad-scoped promotional campaign, management also insists that no more than $1,800 be spent on radio advertising every week.
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