Question: Q2. The LP formulation and corresponding Excel Sensitivity Report for a media selection problem are provided below. T = number of commercials on TV M

Q2. The LP formulation and corresponding Excel

Q2. The LP formulation and corresponding Excel Sensitivity Report for a media selection problem are provided below. T = number of commercials on TV M = number of advertisements in magazines R = number of commercials on radio I = number of advertisements in instagram Maximize Exposures = 1200T + 600M +900R + 6001 subject to 300T + 155M+200R + 1601 5,000 (ad budget) 100T +45M +60R+ 401 2,000 (planning budget) 600M + 6001 12,000 (min. requirement of exposure from Magazine and Instagram ads) T 3 (min TV spots) R 10 (max Radio spots T, M, R, I 0. Variable Cells Final Reduced Objective Allowable Allowable Cost Coefficient Increase Cell Name Value Decrease 3 0 1200 150 $B$14 Number of TV Spots $C$14 Number of Magazine Ads 20 0 600 97.5 5 0 900 1E+30 $D$14 Number of Radio Spots $E$14 Number of Instagram Ads 0 -22.50 600 22.5 Constraints Final Shadow Constraint Allowable Price R.H. Side Cell Name Value Increase SFS6 Ad Budget 5000 5000 1000 1000 $F$7 Planning Budget 1500 1E+30 500 4.5 0 -0.1625 -150 2000 12000 $FS8 Exposure Requirement 12000 3870.97 3870.97 $F$9 Min TV Spots 3 3 3.33 3 $F$10 Max Radio Spots 5 0 10 1E+30 5 Show your calculations clearly and provide number(s) for your answers wherever possible. a. What is the optimal solution and the total exposure represented by the objective function? b. What is the impact on total exposure if we increase the ad budget by 200 units? c. What is the impact on total exposure if we decrease the planning budget by 400 units? d. What is the impact on total exposure if we decrease the planning budget by 600 units? e. If the objective function coefficient of magazine ads increases by 50 units, will the optimal solution change? What about the value of the objective function? f. What should be the objective function coefficient of Instagram ads so that it can be part of the optimal solution? g. We can decrease the exposure requirement by 200 units, while increasing ad budget by 4 units. Is it worth the effort? Find the impact on total exposure. h. If the objective function coefficient of radio spots decreases by 50 units and the objective function coefficient of magazine ads increases by 40 units, what will be the impact on total exposure? 1E+30 22.5 100 1E+30 Allowable Decrease

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