1. Diversey Paint and Supply Advertising Program for Do-It-Yourself Tools
A Media Selection Problem
8-6, page 322
Jan White, BUS340

2. Media Types and Information
½ page newspaper ad, costing $925 per ad
TV ad, costing $2000 per ad
No budgetary constraint, objective is to minimize cost of advertising
City audience for TV ad is 5% per ad, 4% for newspaper ad
Suburban audience for TV and newspaper ads is 3% for each
Desired exposure level is 40% for city, 60% for the NW suburb
Jan White, BUS340

3. City: 0.04X1 + 0.05X2 >= 0.4 Exposure level (40%)
Objective: Select the least costly method that will meet the desired exposure level
Equation: Minimum cost = 925X X2; where X1 is newspaper ads and X2 is television ads
City: 0.04X X2 >= 0.4 Exposure level (40%)
NW Suburb: 0.03X X2 >= 0.6 Exposure level (60%)
Jan White, BUS340

4. Equations for City Exposure
0.04X X2 >= 0.4
When X1 = 0, 0.05X2 = 0.4, so X2 = 8
8 ads x $2000/ad = $16,000 of cost (TV)
When X2 = 0, 0.04X1 = 0.4, so X1 = 10
10 ads x $925/ad = $9,250 of cost (Paper)
Jan White, BUS340

5. Equations for NW Suburb Exposure
0.03X X2 >=0.6
When X1 = 0, 0.03X2 = 0.6, so X2 = 20
20 ads x $2000/ad = $40,000 of cost (TV)
When X2 = 0, 0.03X1 = 0.6, so X1 = 20
20 ads x $925/ad - $18,500 of cost (Paper)
Jan White, BUS340

6. Comparison and Selection
40% City exposure costs $16,000 (TV) and $9,250 (Newspaper), with 8 and 10 ads respectively.
60% NW Suburb exposure costs $40,000 (TV) and $18,500 (Newspaper), with 20 ads of each.
In order to meet the minimum exposure constraint for both the City and the NW Suburb, and to minimize advertising cost, we will select the 20 - ½ page newspaper ads costing $925 each.
Jan White, BUS340