Problem 11-9 The Chamber of Commerce periodically sponsors public service semina
ID: 3172960 • Letter: P
Question
Problem 11-9 The 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 Television Radio online Audience per advertisement 100,000 16,000 35,000 $1,500 $250 $650 Cost per advertisement 10 14 Maximum media usage 24 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. (a) If the promotional budget is limited to $18,400, how many commercial messages should be run on each medium to maximize total audience contact? No of commercial Advertisement Alternatives messages Television Radio OnlineExplanation / Answer
(a) Breakup of messages: TV-10, Radio-11, and Online-1
Breakup of Budget: TV-1500$, Radio-2750$ and Online-650$
The total Audience reached is 12,07,000
(b) Audience contact would increase by 17,000