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![]() Compare the recommendations from parts 1 and 4. Develop the media schedule under this objective. After reviewing HJ's recommendation, the Flamingo's managen the recommendation would change if the objective of the advertising campaign was to maximize the number of potential new customers reached. What do the ranges indicate about how sensitive the recommended solution is to HJ's exposure rating coefficients? management team asked how 4. ![]() A discussion of the ranges for the objective function coefficients. How would the total exposure change if an additional $10,000 were added to the advertising budget? 3. ![]() Show the total exposure and indicate the total number of potential new customers reached. A schedule showing the recommended number of television, radio, and online adver- tisements and the budget allocation for each medium. Include a discussion of the following in your report. radio advertisements as television advertisements, HJ agreed to work with these guidelines and provide a recommendation as to how the $279,000 advertising budget should be allocated among television, radio, and online advertising Managerial Report Develop a model that can be used to determine the advertising budget allocation for the Fla- mingo Grll. The radio advertising budget is restricted to a maximum of $99,000.The online budget is to be at least $30,000. To balance the advertising campaign and make use of all advertising media, Flamingo's management team also adopted the following guidelines: Use at least twice as Use no more than 20 television -The television budget should be at least $140,000. Because of management's concern with attracting new customers, management stated that the advertising campaign must reach at least 100,000 new customers. across all media, as the objective of the advertising campaign. Flamingo's management team accepted maximizing the total exposure rating. Similarly, for online ads, the preceding data are reliable up to a maximum of 20 the exposure rating declines to 5 and the potential number of new customers reached declines to 800 for additional ads. Beyond 15 ads, the exposure rating declines to 20 and the number of new customers reached declines to 1200 per ad. For radio ads, the preceding data are reliable up to a maximum of 15 ads. For plan- ning purposes, HJ recommended reducing the exposure rating to 55 and the estimate of the potential new customers reached to 1500 for any television ads beyond 10. After 10 ads, the benefit is expected to decline. For television HJ stated that the exposure rating of 90 and the 4000 new customers reached per ad were reliable for the fist 10 television ads. As expected, the more expensive television advertisement has the highest exposure effectiveness rating along with the greatest potential for reaching new customers At this point, the HJ consultants pointed out that the data concerning exposure and reach were only applicable to the first few ads in each medium. ![]() It is a function of such things as image, message recal, visual and audio appeal, and so on. ![]() In a meeting with Flamingo's management team, HJ consultants provided the following information about the industry exposure effectiveness rating per ad, their estimate of the number of potential new customers reached per ad, and the cost for each ad New Customers Cost xposure Advertising Media Rating per Ad per Ad per Ad Television 90 4,000 2,000 $10,000 $ 3.000 $ 1,000 Radio 25 Online 10 1,000 The exposure rating is viewed as a measure of the value of the ad to both existing customers and potential new customers. The management team requested HJ's recom- mendation concerning how the advertising budget should be distributed across television radio, and online advertisements. To help plan an advertising campaign for the coming season, Flamingo's management team hired the advertising firm of Haskell & Johnson (HJ). Case Problem1 PLANNING AN ADVERTISING CAMPAIGN The Flamingo Grl is an upscale restaurant located in St. ![]()
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