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LP Case Problem The Pandan Leaves is an upscale restaurant located in Kuala Lumpur. To help plan an advertising campaign, Pandan's management team hired the advertising firm of Danial & Partners (DP). The management team requested DP's recommendation concerning how the advertising budget should be distributed across television, radio, and newspaper advertisements. The budget has been set at RM279,000. In a meeting with Pandan's management team, DP consultants provided the following information about the industry exposure effectiveness rating per ad, their estimate of the number of potential new customers reached per ad, and the cost for each ad. Advertising Media Exposure rating per Ad New customers per Ad Cost per Ad, RM Television 90 4000 10000 Radio 25 2000 3000 Newspaper 10 1000 1000 The exposure rating is viewed as a measure of the value of the ad to both existing customers and potential new customers. It is a function of such things as image, message recall, visual and audio appeal, and so on. As expected, the more expensive television advertisement has the highest exposure effectiveness rating along with the greatest potential for reaching new customers. Pandan's management team accepted maximizing the total exposure rating, across all media, as the objective of the advertising campaign. Because of management's concern with attracting new customers, management stated that the advertising campaign must reach at least 100,000 new customers. To balance the advertising campaign and make use of all advertising media, Pandan's management team also adopted the following guidelines. . Use at least 5 radio advertisement. Use no more than 20 television advertisements. . The television budget should be at least RM 140,000. The radio advertising budget is restricted to a maximum of RM99,000. The newspaper budget is to be at least RM30,000. . DP agreed to work with these guidelines and provide a recommendation as to how the RM279,000 advertising budget should be allocated among television, radio, and newspaper advertising Managerial Report You are consultants working with DP and your manager have given the task of preparing and presenting the proposal for Pandan's management team. Based on your discussion with your manager, the proposal must at least have the followings:- 1. Information showing the recommended number of television, radio, and newspaper advertisements, the total budget allocation needed; total number of new customers; and total exposure. 2. Detailed information about the budget allocation, number of new customers, exposure rating for each advertising medium. 3. Mathematical model of Pandan's problem (in Appendix). In addition to above, as you have vast experience in developing social media strategies for various companies before, your manager has tasked you to include social media in the proposal. Based on your experience, exposure rating per social media ad campaign can be estimated at 30. Although the exposure rating is higher than radio and newspaper, social media ad do not attract as many new customers as the media. It is estimated is only able to attract 100 new customers per ad campaign. However, the cost per ad is the lowest among all advertising media. However, since Pandan does not have presence in any social media platform, and cannot allocate any existing employee to manage their social media platform, you estimate that to run a coordinated social media campaign across several social media platforms, it will cost Pandan RM500 per ad. By maintaining other requirement set by Pandan, prepare an alternative plan with a detailed information similar to above, this time with the inclusion of social media