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Flamingo Advertising Campaign

The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida. To help plan an advertising campaign for the coming season, Flamingo’s management team hired the advertising firm of Haskell & Johnson (HJ). The management team requested HJ’s recommendation concerning how the advertising budget should be distributed across television, radio, and newspaper advertisements. The budget has been set at $279,000. In a meeting with Flamingo’s management team, HJ consultants provided the fo

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583 views1 page

Flamingo Advertising Campaign

The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida. To help plan an advertising campaign for the coming season, Flamingo’s management team hired the advertising firm of Haskell & Johnson (HJ). The management team requested HJ’s recommendation concerning how the advertising budget should be distributed across television, radio, and newspaper advertisements. The budget has been set at $279,000. In a meeting with Flamingo’s management team, HJ consultants provided the fo

Uploaded by

Sam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida.

To help
plan an advertising campaign for the coming season, Flamingo’s management team hired
the advertising firm of Haskell & Johnson (HJ). The management team requested HJ’s
recommendation concerning how the advertising budget should be distributed across
television, radio, and newspaper advertisements. The budget has been set at $279,000.
In a meeting with Flamingo’s management team, HJ consultants provided the following
information about the industry exposure effectiveness rating per ad, their estimate of the
number of potential new customers reached per ad, and the cost for each ad:

.:.
Managerial Report
Develop a model that can be used to determine the advertising budget allocation for the
Flamingo Grill. Include a discussion of the following items in your report:
1. A schedule showing the recommended number of television, radio, and newspaper
advertisements and the budget allocation for each medium. Show the total exposure and
indicate the total number of potential new customers reached.
2. How would the total exposure change if an additional $10,000 were added to the
advertising budget?
3. A discussion of the ranges for the objective function coefficients. What do the ranges
indicate about how sensitive the recommended solution is to HJ’s exposure rating
coefficients?
4. After reviewing HJ’s recommendation, the Flamingo’s management team asked how
the recommendation would change if the objective of the advertising campaign was to
maximize the number of potential new customers reached. Develop the media schedule
under this objective.
5. Compare the recommendations from parts 1 and 4. What is your recommendation for
the Flamingo Grill’s advertising campaign?

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