Nov 2017 Q2
An advertising agency wishes to reach two types of audiences: Customers with annual income greater than GH¢ 15,000 (target audience A) and customers with annual income less than GH¢15,000 ( target audience B). The total advertising budget is GH¢ 200,000. One programme on TV advertising costs GH¢50,000; one programme on radio advertising costs GH¢20,000. For contract reasons, at least three programmes ought to be on TV, and the number of radio programmes must be limited to five. Surveys indicate that a single TV programme reaches 450,000 customers in target audience A and 50,000 in target audience B. One radio programme reaches 20,000 in target audience A and 80,000 in target audience B.
Required:
i) Formulate the linear programming problem. (4 marks)
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Objective Function:
Maximize Z = (45,000+5,000) x + (2,000 + 8,000) y
= 50,000x +10,000y
=5x +1y (in GH¢ 0000)
Subject to the Constraints:
ii) Construct the initial simplest tableau. (4 marks)
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iii) Perform the first iteration. (4 marks)
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iv) Determine the media mix to maximize the total reach. (4 marks)
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Total audience reach = 20,000.
v) Determine the shadow prices of the binding constraint. (4 marks)
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Shadow prices the three binding constraints are 1, 0 and 0 respectively.