Casestudy3

 Casestudy3 Essay

The Flamingo Barbeque

Case Record

By: Rebecca Johnson

Exec Report

Background

The Flamingo Grill is definitely an high end restaurant found in St . Petersburg, Florida. Flamingo's management team hired advertising and marketing firm Haskell & Johnson to recommend how their particular advertising budget of $279, 500 should be allotted across television set, radio, and newspaper advertising.

Objective

Increase the total direct exposure rating around all multimedia, while getting at least 100, 500 new customers.

Strategy

A Linear Mathematical Plan was created. This program was then simply entered into Stand out, and resolved using Surpass solver.

Benefits

Advertising Media

Television

The airwaves

Newspaper

T1

T2

R1

R2

N1

N2

Suggested Number of Advertisings

10

your five

15

18

20

15

Max Total Exposure Ranking

2160

Advice

I recommend the fact that Flamingo Grill uses 12-15 television advertising, 33 car radio ads, and 30 newspaper ads.

Explanation

Following this recommendation will take full advantage of the Total Coverage Rating.

Bureaucratic Report

1 . Advertising Routine:

Mass media

Number of Ads

Budget

Tv set

15

$150, 000

The airwaves

33

$99, 000

Newspapers

30

$30, 000

Total

78

$279, 000

Total Exposure: 2160

Total Clients Reached: 127, 100

2 . The shadow price for the budget constraint is definitely 0. 0055. So , in the event that an additional $10,50, 000 had been added to the advertising budget, total exposure increases by 55 points.

several. The recommended solution can be not very hypersensitive to the publicity rating coefficients. For example , there is also a huge difference inside the new customers come to and range of ads recommended in the part 1 and 4 activities, but the total exposure will not change as drastically.

four. Advertising Routine:

Mass media

Number of Ads

Budget

Television

14

$140, 000

A radio station

28

$84, 000

Newspaper

55

$55, 000

Total

97

$279, 000

Total Exposure: 2130

Total New clients Reached: 139, 600

your five. I would recommend using the advertising timetable from portion 4 rather than the original schedule because more new customers would be reached as well as the exposure might only decrease by 30 points.

Appendix

Please begin to see the attached Stand out documents.

Primary Exposure

Following Initial Exposure

Advertising

Multimedia

Exposure

Rating per Advertising

New Customers

per Ad

Cost

per Ad

Advertising

Press

Exposure

Rating per Ad

New Customers

per Ad

Cost

per Ad

Television set

90

4,000

$10, 1000

Television

55

1500

$10,50, 000

Car radio

25

2k

$3, 1000

Radio

twenty

1200

$3, 000

Paper

10

1000

$1, 500

Newspaper

your five

800

$1, 000

Publicity rating and new customers reached decreases following 10 TV ads, 15 radio advertisements, and 20 newspaper advertising. New Customers Come to > 95, 000

Marketing budget = $279, 000; (Television ads > $140, 000; Radio ads < 99 dollars, 000; Paper ads > $30, 000) Decision Variables:

T1= volume of television advertisings with a rating of 90 and 4000 new customers T2= number of television ads having a rating of 55 and 1500 clients R1= range of radio advertisements with a ranking of twenty-five and 2000 new customers R2= number of the airwaves ads with a rating of 20 and 1200 clients N1= quantity of newspaper advertising with a score of twelve and 1000 new customers N2= number of magazine ads with a rating of 5 and 800 clients

Objective Function and Limitations

Max

90T1 + 55T2 + 25R1 + 20R2 + 10N1 + 5N2

s. to.

T1 < 10

R1 < 15

N1 < 20

15, 000T1 + 10, 000T2 + several, 000R1 & 3, 000R2 + you, 000N1 + 1, 000N2 < 279, 000

5, 000T1 & 1, 500T2 + two, 000R1 + 1, 200R2 + 1, 000N1 + 800N2 > 100, 1000

-2T1 + -2T2 & R1 & R2 > 0

T1 + T2 < 20

10, 000T1 + 15, 000T2 > 140, 000

3, 000R1 + a few, 000R2 < 99, 1000

1, 000N1 + one particular, 000N2 > 30, 000

T1, T2, R1, R2, N1, N2 > 0

Optimal Remedy: Budget Portion:

T1 = 10, T2 = 5; 10 + 5 = 15 Television ads15 2. 10, 500 = $150, 000 R1 = 12-15, R2 = 18; 12-15 + 18 = 33 Radio ads33 * three or more, 000 sama dengan $99, 500 N1 = 20, N2 = 15; 20...


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