The campaign manager for a politician who is running for reelection to a political office is planning the campaign. Four ways to advertise have been selected: TV ads, radio ads, billboards, and social media advertising buys. The costs of these are $900 for each TV ad, $500 for each radio ad, $600 for a billboard for 1 month, and $180 for each buy on social media (approximately 40,000 unique impressions). The audience reached by each type of advertising has been estimated to be 40,000 for each TV ad, 32,000 for each radio ad, 34,000 for each billboard, and 17,000 for each social media buy. The total monthly advertising budget is $16,000. The following goals have been established and ranked:
The number of people reached should be at least 1,500,000.
The total monthly advertising budget should not be exceeded.
Together, the number of ads on either TV or radio should be at least 6.
No more than 10 ads/buys of any one type should be used.
Formulate this as a goal programming problem.
Solve this using computer software.
Which goals are exactly met and which are not?
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Render, Barry, Ralph M. Jr., Michael Hanna. Quantitative Analysis for Management, 13th Edition. Pearson, 20170109. VitalBook file.