Shreya Advertizers - a marketing company dealing with laminated sheets 'Gloss' in the western zone covering...

 

 

   
 

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Shreya Advertizers - a marketing company dealing with laminated sheets 'Gloss' in the western zone covering Maharashtra, Gujarat and Madhya Pradesh, is considering to launch an advertisement campaign ₹ within a budget of 2.5 lakh. On the basis of advertisement testing of the previous year, the company's research department has found that magazines and films are the ideal media for advertising laminated sheets. The company is not in a position to use the audiovisual medium due to limitation of funds. The magazines enjoying good recall in last year's campaign are Stardust, Filmfare, Reader's Digest and Madhuri. This is attributed to the effective visual impact made by the good reproduction of the advertisements both in colour, and black and white. The characteristics of target audience for 'Gloss' and weightage for each characteristic are as follows: Open table as spreadsheet Age Monthly income Education Characteristics 15-34 yrs ₹ Over Above S.S.C. 5,000 Weightage (%) 20 70 10 The audience characteristics for the four magazines selected are given below: ➡Open table as spreadsheet Characteristics Age: 15-34yrs Monthly income: Over 5,000 Education: Above S.S.C. ₹ Stardust (%) 75 52 83 Filmfare (%) 45 43 53 Reader's Digest (%) 56 47 72 Madhuri (%) 80 25 34 The efficacy index for a black and white advertisement may be taken as 0.15 and that for a colour advertisement as 0.20. The cost per insertion of a black and white, and a colour advertisement and the readership for the four magazines are as follows: The efficacy index for a black and white advertisement may be taken as 0.15 and that for a colour advertisement as 0.20. The cost per insertion of a black and white, and a colour advertisement and the readership for the four magazines are as follows: ➡Open table as spreadsheet Magazines Stardust (Monthly) Filmfare (Fortnightly) Reader's Digest (Monthly) Madhuri (Fortnightly) Cost ( ) per Insertion Black and White 4,500 4,200 6,400 3,300 Colour 8,400 8,400 9,600 6,600 Readership (in '000 189 256 136 205 ²₁ It has also been found that for creating an impact at least 03 insertions are necessary in Stardust and Reader's Digest, while a minimum of 04 insertions will be required in the case of Filmfare. Suggest an advertising strategy for the company to maximize the expected effective exposure. 1- Briefly summarize the most important aspects of the case and identify the main problem 2- Make a list of all the variables in the case and describe your target customer in your own words. 3- Relate the variables presented with a mathematical function and Develop an objective function. Shreya Advertizers - a marketing company dealing with laminated sheets 'Gloss' in the western zone covering Maharashtra, Gujarat and Madhya Pradesh, is considering to launch an advertisement campaign ₹ within a budget of 2.5 lakh. On the basis of advertisement testing of the previous year, the company's research department has found that magazines and films are the ideal media for advertising laminated sheets. The company is not in a position to use the audiovisual medium due to limitation of funds. The magazines enjoying good recall in last year's campaign are Stardust, Filmfare, Reader's Digest and Madhuri. This is attributed to the effective visual impact made by the good reproduction of the advertisements both in colour, and black and white. The characteristics of target audience for 'Gloss' and weightage for each characteristic are as follows: Open table as spreadsheet Age Monthly income Education Characteristics 15-34 yrs ₹ Over Above S.S.C. 5,000 Weightage (%) 20 70 10 The audience characteristics for the four magazines selected are given below: ➡Open table as spreadsheet Characteristics Age: 15-34yrs Monthly income: Over 5,000 Education: Above S.S.C. ₹ Stardust (%) 75 52 83 Filmfare (%) 45 43 53 Reader's Digest (%) 56 47 72 Madhuri (%) 80 25 34 The efficacy index for a black and white advertisement may be taken as 0.15 and that for a colour advertisement as 0.20. The cost per insertion of a black and white, and a colour advertisement and the readership for the four magazines are as follows: The efficacy index for a black and white advertisement may be taken as 0.15 and that for a colour advertisement as 0.20. The cost per insertion of a black and white, and a colour advertisement and the readership for the four magazines are as follows: ➡Open table as spreadsheet Magazines Stardust (Monthly) Filmfare (Fortnightly) Reader's Digest (Monthly) Madhuri (Fortnightly) Cost ( ) per Insertion Black and White 4,500 4,200 6,400 3,300 Colour 8,400 8,400 9,600 6,600 Readership (in '000 189 256 136 205 ²₁ It has also been found that for creating an impact at least 03 insertions are necessary in Stardust and Reader's Digest, while a minimum of 04 insertions will be required in the case of Filmfare. Suggest an advertising strategy for the company to maximize the expected effective exposure. 1- Briefly summarize the most important aspects of the case and identify the main problem 2- Make a list of all the variables in the case and describe your target customer in your own words. 3- Relate the variables presented with a mathematical function and Develop an objective function.

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1 Brief Summary and Main Problem The case revolves around Shreya Advertizers a marketing company that wants to launch an advertisement campaign for th... View the full answer