Professional Documents
Culture Documents
Ever Fuentes
Facultad de Ingeniería
Programación Lineal
Universidad Libre
2020 - 2
LP, THE ADVERTISING KEY.
The third one is the content of the message considering it must be designed to touch
people's feelings (depending on the final purpose) in order to get the following
purpose which is getting into people’s minds consequently being recognized by
people in a pleasant way. Additionally, we find another characteristic, it has a cost
that implies companies must invest money time and sinews. The advertising model
is based in that the transmitter channel must receive some money to spread the
advertisement. Like we just see the cost it is not just money the time that people
must invest to get the best idea is sometimes a lot, also they have to spend time
researching what is trending at the moment around the world in order to relate the
advertisement with people’s tastes. Continuing with advertising characteristics to be
original is another one, as everyone knows advertising is everywhere, for that
reason. Companies must create strategies to stand out above the other ones and to
try that their advertisement could keep in people’s minds. It could be achieved by
using something like videos about some history, impacted images unforgettable
speeches because the only thing that makes advertising unforgettable is creativity.
However, another thing which could give advertisement a plus is a repetitiveness.
Each person has to receive the message about the brand and the company’s values
but it has to be balanced in order to avoid causing that people relate the brand or
the product with something annoying. The last but no lest characteristic is it must be
ethical. Advertising must avoid being misleading, honest advertising talks about the
values company and the reliability of the brand(Quiroz, 2019).
Considering, that advertising is important in a company and the media to transmitted
it must be selected carefully. Linear programing gives companies the best options to
avoid wasting money and increasing the audience.
Furthermore, there are some examples of companies that applied linear
programming in marketing to select the media in which they will show the
advertisements. Firstly in (Figueroa, 2011) the publishing company (BP&J) to design
an advertising campaign considered just 5 media to expose their advertisement and
to gather some information after a month. Information like the number of people who
saw the advertisement, the cost and at what hour there was more audience. After
that information (BP&J) could calculate a cost of $30.000 for a month. However, the
company established some restrictions which are at least 10 advertisements must
be transmitted by TV and those advertisements must be broadcasted at least 50.000
people and the budget is $18.000 for TV.
After calculating the budge, variables also, the restrictions and the advertisements
allowed by the TV, radio, and newspaper. They create an algorithm which will
present the number of advertisements at the hour that they like the best to be
exposed to more audience. The results were the following:
The number of audiences reached was 61,500 which is even more than the
company required.
Secondly, in (Martinez & Torres, 2017) there is another example of the selection
of media is this in which a company plans a new radio and TV advertising
campaign. A radio commercial costs $ 300 and a TV commercial costs $ 2000. A
total budget of $ 20,000 is allocated to the campaign. However, to ensure that each
medium will have at least one radio and one TV commercial, the maximum that
can be allocated to one or the other cannot be more than 80% of the total budget.
It is estimated that the first radio commercial will reach 5,000 people, and each
additional commercial will reach only 2,000 new people. In the case of television,
the first ad will reach 4500 people and each additional ad will reach 3000.
After establishing all the restrictions like the budge which was $ 20,000 and the
amount available for each variable (Radio and TV). The results were following: x1
= 53; x2 = 2; z =116.500.
That means on the radio will be transmitted 53 advertisements and by TV 2 and the
audience will be 116.500 people. Using Linear programming they identify what mass
media was the best to transmit their advertisements and they reached even more
people than they were expecting.
The last example which is in (Martinez & Torres, 2017) we can see the linear
programming application to select the right mass media to transmitted
advertisements. It is about an advertising campaign in which a company will sponsor
soccer and basketball teams. The example is the following: The Really Big Shoe is
a manufacturer of athletic shoes for basketball and soccer. Marketing manager Ed
Sullivan must decide how best to spend advertising resources. Each of the
sponsored soccer teams requires 120 pairs of shoes. Each basketball team requires
32 pairs of shoes. Soccer coaches receive $ 300,000 in shoe sponsorship, and
basketball coaches receive $ 1,000,000. Sullivan's budget for promotions is $
30,000,000. The Really Big Shoe has a limited supply (4 liters, or 4,000 cubic
centimeters) of flubber, a rare and expensive compound used in the manufacture of
promotional athletic shoes. Each pair of basketball shoes requires 3 ccs of flubber
and each pair of soccer shoes requires 1 cc. Sullivan wants to sponsor as many
basketball and soccer teams as his resources allow.
They want to increase the amount of soccer and basketball teams they will sponsor
to get the most possible audience. Then, some restrictions are established, the
budget, the amount of special material, and the no negativity restriction. The results
show that the amount of soccer teams is 12 and the basketball one is 26.