Top Gun Marketing, Inc., offers overhead banner fly-by promotion services using their Cessna aircraft and banner creation
Question:
Sales (units) = 5,200 + 50A - 0.5A2
Here A represents a 10-minute fly-by advertisement, and sales are measured in numbers of restaurant guests.
Pete Mitchel, manager for the Padres Island firm, has been asked to recommend an appropriate level of advertising. In thinking about this problem, Mitchel noted its resemblance to the optimal resource employment problem he had studied in a managerial economics course that was part of his MBA program. The advertising-sales relation could be thought of as a production function with advertising as an input and sales as the output. The problem is to determine the profit-maximizing level of employment for the input, advertising, in this "production" system. Mitchel recognized that to solve the problem he needed a measure of output value. After consultation with the restaurant, he determined that the value of output is $10 per guest, the net marginal revenue earned by the client (price minus all marginal costs except fly-by advertising).
A. | Continuing with Mitchel's production analogy, what is the "marginal product" of advertising? |
B. | What is the rule for determining the optimal amount of a resource to employ in a production system? Explain the logic underlying this rule. |
C. | Using the rule for optimal resource employment, determine the profit-maximizing number of 10-minute ads. |
Intermediate Accounting
ISBN: 978-0132162302
1st edition
Authors: Elizabeth A. Gordon, Jana S. Raedy, Alexander J. Sannella