Minimize Z = $15,000x1 + $4,000x2 + $6,000x3

X1 = TV

X2 = Newspaper

X3 = Radio

Subject to :

The manager of a department store in Seattle is attempting to decide on the types and
amounts of advertising the store should use. He has invited representatives from the local radio
station, television station, and newspaper to make presentations in which they describe their
audiences.The television station representative indicates that a TV commercial, which costs $15
000, would reach 25 000 potential customers. The breakdown of the audience is as follows. Male
Senior Young 5 000 5 000 Female 5 000 10 000 The newspaper representative claims to be able
to provide an audience of 10 000 potential customers at a cost of $4 000 per ad.

The breakdown of the audience is as follows Male Senior Young 4 000 2 000 Female 3 000 1
000 The radio station representative says that the audience for one of the station’s commercials,
which costs $6 000, is 15 000 customers.The breakdown of the audience is as follows Male
Senior Young 1 500 4 500 Female 1 500 7 500 8 The store has the following advertising policy:
Use at least twice as many radio commercials as newspaper ads Reach at least 100 000
customers Reach at least twice as many young people as senior citizens Make sure that at least
30% of the audience is female Available space limits the number of newspaper ads to seven. The
store wants to know the optimal number of each type of advertising to purchase to minimize total
cost. Formulate a linear programming model for this problem

.Solution:

This model consists of three decision variables representing the number of each type of
advertising produced: x1 = number of television commercials x2 = number of newspaper ads x3
= number of radio commercials The manager’s objective is to minimize the total cost of
advertising. The total cost is the sum of the individual costs of each type of advertising
purchased. The objective function that represents total cost is expressed as

minimize Z = $15 000 x1 + $4 000 x2 + $6 000 x3 ,

where $15 000 x1 = cost of television commercials $4 000 x2 = cost of newspaper ads $6
000 x3 = cost of radio commercials

The first constraint specifies that the ratio of the number of radio commercials to the number
of newspaper ads should be at least 2 to1.
 x3 2 ? (using at least twice as many radio commercials as newspaper ads) x2 1

This constraint is not in standard linear programming form because of the fractional
relationship x of the decision variables, 3 .

It is converted as follows: x3 ? 2 x2 or x3 ? 2 x2 ? 0 . x2

The second constraint represents the fact that advertising should reach at least 100 000
customers: 25 000 x1 + 10 000 x2 + 15 000 x3 ? 00 000 (Reach at least 100 000 customers),
where 25 000 x1 + 10 000 x2 + 15 000 x3 = total number of people reached by advertising

The third constraint specifies that advertising should reach at least twice as many young
people as senior citizens: 15 000 x1 + 3 000 x2 + 12 000 x3 2 ? (Reach at least twice as many
young people as senior citizens) 10 000 x1 + 7 000 x2 + 3 000 x3 1 where 15 000 x1 + 3 000 x2
+ 12 000 x3 = estimated number of young people reached by advertising 10 000 x1 + 7 000 x2 +
3 000 x3 = estimated number of senior citizens reached by advertising This constraint is not in
standard linear programming form.It is converted as follows: 15 000 x1 + 3 000 x2 + 12 000 x3 ?
2(10 000 x1 + 7 000 x2 + 3 000 x3 ) or ? 5 000 x1 ? 11 000 x2 + 6 000 x3 ? 0 9

The fourth constraint in this model represents the fact that at least 30% of the audience is
female. 15 000 x1 + 4 000 x2 + 9 000 x3 ? 0. 30 (at least 30% of the audience is female) 25 000
x1 + 10 000 x2 + 15 000 x3 where 15 000 x1 + 4 000 x2 + 9 000 x3 = estimated number of
females reached by advertising. This constraint is not in standard linear programming form.

It is converted as follows: 15 000 x1 + 4 000 x2 + 9 000 x3 ? 0. 30(25 000 x1 + 10 000 x2 +

15 000 x3 ) or 7 500 x1 + 1 000 x2 + 4 500 x3 ?

The final constraint represents the fact that newspaper ads are limited to seven. x2 ? 7 (limit
the number of newspaper ads) Answer: Minimize Z = 15 000 x1 + 4 000 x2 + 6 000 x3

subject to x3 ? 2 x2 ? 0 25 000 x1 + 10 000 x2 + 15 000 x3 ? 100 000 ? 5 000 x1 ? 11 000 x2

+ 6 000 x3 ? 0 7 500 x1 + 1 000 x2 + 4 500 x3 ? 0 x2 ? 7 x1 , x2 , x3 ? 0 5.