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Super Grain Corp. Advertising-Mix Problem

This document presents the solution to an advertising mix problem for a company called Super Grain Corp. The problem involves determining the optimal allocation of advertising expenditures across TV spots, magazine ads, and social media ads. The solution shows the final values for the number of each type of ad that meet the budget and exposure constraints.

Uploaded by

Anuj Bhatt
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© © All Rights Reserved
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100 views2 pages

Super Grain Corp. Advertising-Mix Problem

This document presents the solution to an advertising mix problem for a company called Super Grain Corp. The problem involves determining the optimal allocation of advertising expenditures across TV spots, magazine ads, and social media ads. The solution shows the final values for the number of each type of ad that meet the budget and exposure constraints.

Uploaded by

Anuj Bhatt
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLS, PDF, TXT or read online on Scribd
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A B C D E F G H I

1 Super Grain Corp. Advertising-Mix Problem


2
3 TV Spots Magazine Ads SS Ads
4 Exposures per Ad 1,300 600 500
5 (thousands)
6 Budget
7 Cost per Ad ($thousands) Available
8 Ad Budget 300 150 100 <= 4,000
9 Planning Budget 90 30 40 <= 1,000
10
11 Total Exposures
12 TV Spots Magazine Ads SS Ads (thousands)
13 Number of Ads 0 20 10 17,000
14
15 Ad Budget 4000 <= 4,000
16 Planning Budget 1000 <= 1,000
17 Max TV Spots 0 <= 5
18
19
20
21 Objective Cell (Max)
22 Cell Name Original ValueFinal Value
23 $G$13 Number of 16,950 17,000
24
25
26 Variable Cells
27 Cell Name Original ValueFinal Value
Integer
28 $C$13 Number of 1 0 Contin
29 $D$13 Number of 19 20 Contin
30 $E$13 Number of 8.5 10 Contin
31
32
33 Constraints
34 Cell Name Cell Value FormulaStatus Slack
35 $C$15 Ad Budget 4000 $C$15<=$GBin 0
36 $C$16 Planning B 1000 $C$16<=$GBin 0
37 $C$17 Max TV Spo 0 $C$17<=$GNot 5
38
39
40 Variable Cells
41 Final Reduced
Objective Allowable Allowable
42 Cell Name Value CostCoefficient Increase Decrease
43 $C$13 Number of 0 -50 ### 50 ###
44 $D$13 Number of 20 0 ### 150 50
45 $E$13 Number of 10 0 ### 300 33.33
46
47 Constraints
48 Final Shadow
ConstraintAllowable Allowable
49 Cell Name Value PriceR.H. Side Increase Decrease
50 $C$15 Ad Budget 4000 3 ### 1000 1500
51 $C$16 Planning B 1000 5 ### 600 200
52 $C$17 Max TV Spo 0 0 5 1E+030 5
A B C D E F G H I
1 Super Grain Corp. Advertising-Mix Problem
2
3 TV Spots Magazine Ads SS Ads
4 Exposures per Ad 1,300 600 500
5 (thousands)
6 Budget
7 Cost per Ad ($thousands) Available
8 Ad Budget 300 150 100 <= 4,000
9 Planning Budget 90 30 40 <= 1,000
10
11 Total Exposures
12 TV Spots Magazine Ads SS Ads (thousands)
13 Number of Ads 1 19 8.5 16,950
14
15 Ad Budget 4000 <= 4,000
16 Planning Budget 1000 <= 1,000
17 Max TV Spots 1 <= 5
18 Min TV Spots 1 >= 1
19
20
21 Objective Cell (Max)
22 Cell Name Original ValueFinal Value
23 $G$13 Number of 16,950 16,950
24
25
26 Variable Cells
27 Cell Name Original ValueFinal Value
Integer
28 $C$13 Number of 1 1 Contin
29 $D$13 Number of 19 19 Contin
30 $E$13 Number of 8.5 8.5 Contin
31
32
33 Constraints
34 Cell Name Cell Value FormulaStatus Slack
35 $C$15 Ad Budget 4000 $C$15<=$GBin 0
36 $C$16 Planning B 1000 $C$16<=$GBin 0
37 $C$17 Max TV Spo 1 $C$17<=$GNot 4
38 $C$18 Min TV Spo 1 $C$18>=$GBin 0
39
40
41 Variable Cells
42 Final Reduced
Objective Allowable Allowable
43 Cell Name Value CostCoefficient Increase Decrease
44 $C$13 Number of 1 0 ### 50 1E+030
45 $D$13 Number of 19 0 ### 150 50
46 $E$13 Number of 8.5 0 ### 300 33.3333
47
48 Constraints
49 Final ShadowConstraintAllowable Allowable
50 Cell Name Value Price R.H. Side Increase Decrease
51 $C$15 Ad Budget 4000 3 ### 850 1425
52 $C$16 Planning B 1000 5 ### 570 170
53 $C$17 Max TV Spo 1 0 5 1E+030 4
54 $C$18 Min TV Spo 1 -50 1 4 1

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