FORMULATION OF OPERATION RESEARCH QUESTION ? PRESENTED BY: HARDEEP SINGH 30800012 MBA(Hons)International
Q21.
Suppose a media specialist has to decide on the allocation of advertising in three media vehicles. Let xi be the number of messages carried in the media, i = 1, 2, 3. The unit costs of a message in the three mediaare Rs 1,000, Rs 750 and Rs 500. The total budget available is Rs 2,00,000 for the campaign period of a year. The first media is a monthly magazine and it is desired to advertise not more than one insertion inone issue. At least six messages should appear in the second media. The number of messages in the third media should strictly lie between 4 and 8. The expected effective audience for unit message in the media vehicles is shown below:
VEHICLE
EXPECTED EFFECTIVE AUDIENCE
1
80,000
2
60,000
3
45,000
Formulate this problem as an LP model to determine the optimum allocation that would maximize total effective audience.
Ans. X1, X2 and X3 = number of messages carried in media carried in media 1,2 and 3, respectively. Max Z = 80,000 X1 + 60,000 X2 + 45,000 X3
Subject to 1,000 X1 + 750 X2 + 500 X3 < 2,00,000
X1 < 12; X2 > 6 , 4<X3< 8,
And X1,X2>0.