Optimizing an Advertising Campaign

Math 1010 Project

Background Information:
Linear Programming is a technique used for opt~zatio n of a real-world situation. Examples of
optimization include maximizing ~e number of items that can_ be manufactured or minimizing
the cost of production. The eq~at1~n that represents ~e quan!1~ to be optimized is called the
objective function, since the obJect1ve of the process 1~ to optlm.lze the value. In this project the
objective is to maximize the number of people who will be reached by an advertising campaign.

The objective is subject to limitations or constraints that are represented by inequalities .

Limitations on the number of items that can be produced, the number of hours that workers are
available and the amount of land a farmer has for crops are examples of constraints that can be
represent~d using inequalities. Broadcasting ~ inf~te number of advertisements is not a
realistic goal. In this project one of the constraints will be based on an advertising budget.

Graphing the system of inequalities based on the c~nstraints provides a visual representation of
the possible solutions to the problem. If the graph 1s a closed region, it can be shown that the
values that optimize the objective function will occur at one of the "comers" of the region.

The Problem:

How many of each type of ad (radio and TV) should be purchased to maximize the nwnber of
people who will be reached by the advertisements?

The Information:

A local business plans on advertising their new product by purchasing advertisements on the
radio and on TV. Here is the information the business needs to use to make the best decision.

a. The business plans to purchase at least 60 total ads.

b. Radio ads cost $400 each.

c. TV ads cost $1200 each.

d. The total advertising budget for these ads is $68,000.

e. They want to have at least three times as m~y TV ads as radio ads (i.e. there are MORE
TV ads than radio ads).

f. It is estimated that each radio ad will be heard by 1,900 listeners

g. It is estimated that each TV ad will be seen by 14,500 people.

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Modeling the Problem:

Let X be the number of radio ads that are purchased, and Y be the number of TV ads.

1. Write down a linear inequality for the total number of desired ads.

2. Write down a linear inequality for the cost of the ads.

3. Recall that the business wants at least three times as many TV ads as radio ads. Write
down a linear inequality that expresses this fact. (e.g. if there are 10 radio ads there
should be at least 30 TV ads).

4. There are two more constraints that must be met. These relate to the fact that there
cannot be negative numbers of advertisements. Fill in the two inequalities that model
these constraints:

5. Next, write down the function for the number of people that will be exposed to the
advertisements. This is the Objective Function for the problem and is a function of both
Xand Y.

You now have five linear inequalities and an objective function. These together describe the
situation. This combined set of inequalities and objective function make up what is known
mathematically as a linear programming problem.
20 0 AO
6. To determine the number of ads, you will need to graph the intersection of all five
inequalities on one common XY plane (Do not plot the objective function!). Use
Desmos.com to plot the inequalities. Scale your axes (or zoom in) so that you have the
bottom left be the origin, with the horizontal axis representing X and the vertical axis
representing Y. Include your graph with your assignment by either taking a screen shot of
it or using the print feature on Desmos. Label the points of intersection on your graph as
well.

7. The shaded region in the above graph is called the feasible region. Any (x, y) point in
the region corresponds to a possible number of radio and TV ads that will meet all the
requirements of the problem. However, the values that will maximize the number of
people exposed to the ads will occur at one of~ vertices or comers of the region. Your
region should have three comers.

Find the coordinates of these comers by solving the appropriate systems of linear
equations. Be sure to show your work and label the (x, y) coordinates of the comers
in your graph.

- \Y\te-r'.:>e c+iov,S' ~ (:iJss') 071-'S\~C,ISj 4S)

,,,

j )( ;: J "'"'~ )( +j \;O _:_ ~J °""0 '-\~X t- \1.00j -:. biJ OCX)

)(+~""'"~O-:: l..\x,,,6-0
--
J -::-X tbQ
\Joox. t- ,1..00{-\'Y. + 60) =- f>Sooo
X-:. 16 40l'..l "- -n_ao x. 1- lwoo: 613000
j ~-S+\.O
3( 15) J :j - 'oOQ-,. +1'Z-Ot>O tioo'D
~5 j : ss - n ,ooo - ,"loo{)

Q;1sJys)\
- 'e,00 -'bOO

- X =- S
400~ i \lOOj =- tiiooD o,_-.,,~ ~~:::j

l\0'0>< +rrnor (:i~" bSOOo

40t>--. .., 1 ~oo x -o b'6000
4000 l(.,. (,iOO()
~voo '-IOO c,
x':, \7

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8. To find which combination of radio and TV ads will maximize the number of people who are
exposed to the business advertisements, evaluate the objective function P for each of the
vertices you found. Show your work.
P= 1C\tJO(:i')+\l\J,;.oolS£'.)
asoo +- ,risoo
i. Vertex: oo--.
o ,, 0 oo ~opl e,

'P a IC\Oo~,) + l'lJsoo(s•')

ii. Vertex: "?>1.:.oO ,1..
1 =,°"=,QO

~ :----- - - - -
l l l_, «t)OO f e"f\e_

iii. Vertex: f'-= 19t,o(1':>)-1-l'\SC:Ol'-\S)

1.~~co + ~S?.'Sou
btolJOOO re<>f\t.,

9. Write a sentence or two describing your conclusion. Include in your statement: how many
of each type of advertisement should be purchased and what is the maximum number of
people who will be exposed to the ads.

l 0. Reflective Writing.

This needs to be a separate page that is typed, proof-read for typos, spelling, and grammar. Your
writing should be in an essay form (written in paragraphs). Use 12-point font and double space.
Add a title (e.g. Reflective Writing for Optimization Project). Your instructor will provide details
for turning it in.

Provide a brief introduction explaining the lab in your own words. Also in the introduction, tell
the audience which mathematical techniques you used in the lab (e.g. linear equations, etc.).
Then, please respond to each of the questions (in essay form, so paraphrase the question you are
answering).

• Can you give an example of another application where this type of analysis would be
beneficial? Be specific.
• If you worked for an advertising agency, why would it be important to be able to explain
the details of this project to clients?
• Discuss in your own words how the results might change if the given information (i.e.
numbers of ads, costs, budget) changed.