A brand manager for Lolol must determine how much time to allocate between radio and television advertising during the next month. Market research has provided estimates of the audience exposure for each minute of advertising in each medium, which it would like to maximize. Costs per minute of advertising are also known, and the manager has a limited budget of $25,000. The manager has decided that because television ads have been found to be much more effective than radio ads, at least 70% of the time should be allocated to television. Suppose that we have the following data:
Type of Ad Exposure/Minute Cost/Minute
Radio 150 $ 400
TV 800 $2000
a. What is the objective function?
b. What are the equations for the constraints?
c. Set up your linear program in Microsoft Excel. Solve it using the Solver add-in.
d. What is the optimal solution? Identify the number of minutes of ads to purchase and the total exposure.
e. Which constraints use all of the available resources? Which constraints have resources remaining?