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itnes Centers Case Decision Support Using Excel Selecting the Best Mix of Advertising Media In this case, you will use Excers "what if capabilities to help Lifetime Fitness's marketing management decide how to advertise fitness center memberships. The question is: What mix of media should be used to maximize ad campaign net income? BACKGROUND Lifetime Fitness is headquartered in Syracuse. N. Y. The company owns and operates a number of fitness centers in metropolitan Syracuse. In those fitness centers, many lockers currently go unused Many added embers could be casily accommodated Ellen Goldstein, vice-president of marketing at LFC, wants to increase membership in the metro Syracuse centers by running a one-year advertising campaign. She wants to know what sort of advertising media to use, and how many advertisements in each media to place. to maximize net income. More information about LFC is given in Company Backcrouns Advertising Options for Lifetime Fitmess Here are the different kinds of advertising media that Ellen wants her staff to consider Radio Alocal FM station has a popular Sunday afternoon show on physical fitness Key people from the local sports, sports medicine, and fitness scenes are interviewed on the show. Lifetime Fitness could take out one 60-second advertising spot in each weekly show TV Infomercial The local cable service is required by law to set aside a public access channel. Any local organization can buy time on this channel. Time slots are al located in half hour chunks. Some companies (local and national) have been airing hal f hour intomercials on this channel. An infomercial looks like a TV show when you first tune it in. It is scripted, and often a well-known person appears praising the product and its virtues. These shows often seem comy, but this kind of promotion has improved sales for some products and some companies. A Lifetime Fitness infomercial could be developed to show the benefits of Sunday Nespaper LFC could place an advertisement in the local Sunday paper specifically a one page insert included with the many super market, department store, and oeher such inserts. Such ads often get thrown out, unread. But Ellen thinks such an insert would be better than an ad in the Sports section or the Style section, because these sections do not cater equally to both genders Internet Portal The company's logo could be prominently displayed in a kanner ad on an Internet "portal". A portal is an Intemet site that acts as a gateway to network commerce An advertiser pays the portal company to prominently display the advertiser's logo on the portal's home page (or, less desirably, on some other page that might be acessed). Today it is increasingly common for shoppers to start their Internet shopping at a itnes Centers Case Decision Support Using Excel Selecting the Best Mix of Advertising Media In this case, you will use Excers "what if capabilities to help Lifetime Fitness's marketing management decide how to advertise fitness center memberships. The question is: What mix of media should be used to maximize ad campaign net income? BACKGROUND Lifetime Fitness is headquartered in Syracuse. N. Y. The company owns and operates a number of fitness centers in metropolitan Syracuse. In those fitness centers, many lockers currently go unused Many added embers could be casily accommodated Ellen Goldstein, vice-president of marketing at LFC, wants to increase membership in the metro Syracuse centers by running a one-year advertising campaign. She wants to know what sort of advertising media to use, and how many advertisements in each media to place. to maximize net income. More information about LFC is given in Company Backcrouns Advertising Options for Lifetime Fitmess Here are the different kinds of advertising media that Ellen wants her staff to consider Radio Alocal FM station has a popular Sunday afternoon show on physical fitness Key people from the local sports, sports medicine, and fitness scenes are interviewed on the show. Lifetime Fitness could take out one 60-second advertising spot in each weekly show TV Infomercial The local cable service is required by law to set aside a public access channel. Any local organization can buy time on this channel. Time slots are al located in half hour chunks. Some companies (local and national) have been airing hal f hour intomercials on this channel. An infomercial looks like a TV show when you first tune it in. It is scripted, and often a well-known person appears praising the product and its virtues. These shows often seem comy, but this kind of promotion has improved sales for some products and some companies. A Lifetime Fitness infomercial could be developed to show the benefits of Sunday Nespaper LFC could place an advertisement in the local Sunday paper specifically a one page insert included with the many super market, department store, and oeher such inserts. Such ads often get thrown out, unread. But Ellen thinks such an insert would be better than an ad in the Sports section or the Style section, because these sections do not cater equally to both genders Internet Portal The company's logo could be prominently displayed in a kanner ad on an Internet "portal". A portal is an Intemet site that acts as a gateway to network commerce An advertiser pays the portal company to prominently display the advertiser's logo on the portal's home page (or, less desirably, on some other page that might be acessed). Today it is increasingly common for shoppers to start their Internet shopping at a