Reference no: EM132686250

The advertising director of a large retail store in Columbus, Ohio, is conside- ring three advertising media possibilities: (1) ads in the Sunday Columbus Dis- patch newspaper, (2) ads in a local trade magazine that is distributed free to all houses in the city and northwest suburbs, and (3) ads on Columbus' WCC-TV station. She wishes to obtain a new-customer exposure level of at least 50% within the city and 60% in the northwest suburbs. Each TV ad has a new- customer exposure level of 5% in the city and 3% in the northwest suburbs. The Dispatch ads have corresponding exposure levels per ad of 3.5% and 3%, respectively, while the trade magazine has exposure levels per ad of 0.5% and 1%, respectively. The relevant costs are $1,000 per Dispatch ad, $300 per trade magazine ad, and $2,000 per TV ad. The advertising policy is that no single media type should consume more than 45% of the total amount spent. Find the advertising strategy that will meet the store's objective at minimum cost.