The advertising director for Diversey Paint and Supply, a chain of four retail stores on Chicago's North Side, is considering two media possibilities. One plan is for a series of halfpage ads in the Sunday Chicago Tribune newspaper, and the other is for advertising time on Chicago TV.
The stores are expanding their lines of do-it-yourself tools, and the advertising director is interested in an exposure level of at least 40% within the city's neighborhoods and 60% in northwest suburban areas. The TV viewing time under consideration has an exposure rating per spot of 5% in city homes and 3% in the northwest suburbs. The Sunday newspaper has corresponding exposure rates of 4% and 3% per ad. The cost of a half-page Tribune advertisement is $925; a television spot costs $2,000. Diversey Paint would like to select the least costly advertising strategy that would meet desired exposure levels.
(a) Formulate using LP.
(b) Solve the problem.