The advertising director for Karisma, a chain of four retail stores is considering 3 media possibilities: 1- Ads in the Ahram newspaper, 2- ads in a local UGO trade magazine that is
distributed free to all houses in the city and suburbs, and 3- ads on a
local Alex TV station. The stores are expanding their lines of Do -It-
Yourself tools and the advertising director is interested in a total new
customer exposure level of at least 50% within the city and 60% in the
suburbs. Each TV ad has a new-customer exposure level of 5% in the
city and 3% in the northwest suburbs. The newspaper ads have
corresponding exposure levels per ad of 3.5% and 3%, while the trade
magazine has corresponding exposure levels per ad of 0.5% and 1%.
The relevant costs are $1000 per newspaper ad, $300 per trade
magazine ad, and $2000 per TV ad.all 3 types of media
are used, Karizma would like to ensure that no single medium
consumes more than 45% of the total amount spent.(newspapers ads = 9, magazine ads = 30, TV = 1, Cost$20,000)
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