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Prescriptive Analytics Assignment - Raju Kumar - Part4

The Flamingo's management team is exploring a new advertising campaign objective focused on maximizing potential new customer reach. The proposed media schedule includes 14 television ads, 28 radio ads, and 55 newspaper ads, totaling 97 ads within a budget of $279,000. This strategy aims to achieve a total exposure rating of 2130 and reach 139,600 new customers.

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Raju Kumar
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61 views1 page

Prescriptive Analytics Assignment - Raju Kumar - Part4

The Flamingo's management team is exploring a new advertising campaign objective focused on maximizing potential new customer reach. The proposed media schedule includes 14 television ads, 28 radio ads, and 55 newspaper ads, totaling 97 ads within a budget of $279,000. This strategy aims to achieve a total exposure rating of 2130 and reach 139,600 new customers.

Uploaded by

Raju Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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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.

Remove constraint no 7 and using if for objective function:

Max potential new customer reach = 4000 x T1 + 1500 x T2 + 2000 x R1 + 1200 x R2 + 1000 x N1 + 800 x N2
within the given budget of 279000

T1 T2 R1 R2 N1 N2 Objective
Decision variables 10 4 15 13 20 35 2130
Constraint 4000 1500 2000 1200 1000 800 139600
Coefficients 90 55 25 20 10 5

T1 T2 R1 R2 N1 N2 LHS RHS
Constraint1 1 0 0 0 0 0 10 <= 10
Constraint2 0 0 1 0 0 0 15 <= 15
Constraint3 0 0 0 0 1 0 20 <= 20
Constraint4 10000 10000 3000 3000 1000 1000 279000 <= 279000
Constraint5 1 1 0 0 0 0 14 <= 20
Constraint6 0 0 3000 3000 0 0 84000 <= 99000
Constraint7 -2 -2 1 1 0 0 0 >= 0
Constraint8 10000 10000 0 0 0 0 140000 >= 140000
Constraint9 0 0 0 0 1000 1000 55000 >= 30000

Media Number of Ads Budget


Television 14 $ 1,40,000
Radio 28 $ 84,000
Newspaper 55 $ 55,000

Totals 97 $ 2,79,000

Total Exposure Rating 2130

Total New Customer Reached 139600

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