LogisticsSystemsAnalysis蔡碧晨.docVIP

Logistics Systems Analysis Assignment 1 Question 1 Formulate the Linear programming model that can be used to determine the advertising budget allocation for Flamingo Grill. Answer?: Assume that?: the number of television ads below 10 is X1 the number of radio ads below 15 is X2 the number of newspaper ads below 20 is X3 the number of television ads beyond 10 is X4 the number of radio ads beyond 15 is X5 the number of newspaper ads beyond 20is X6 Objection function?: Max 90X1+25X2+10X3+55X4+20X5+5X6 s.t X2+X5=2(X1+X4) X1+X4=20 10000(X1+X4)=140000 3000(X2+X5)=99000 1000(X3+X6)=30000 10000(X1+X4)+3000(X2+X5)+1000(X3+X6)=279000 4000X1+2000X2+1000X3+1500X4+1200X5+800X6=100000 X1,X2······X6=0 X1=10, X2=15, X3=20 If X1=10, X4=0 If X2=15, X5=0 If X3=20, X6=0 Question 2 Solve the linear model and provide a schedule showing the recommended number of televisions,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. The recommended number of televisions,radio, and newspaper advertisements are 15, 33, 30. The budget allocation for each medium is 150000(television), 99000(radio),30000(newspaper). The total exposure is 2160. The total number of potential new customers reached is 127100. Question 3 How would the total exposure change if an additional ＄10000 were added to the advertising budget?? The total exposure change by 0.0055*10000=55. Question 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. If the objective of the advertising campaign was to maximize the number of potential new customers reached, the number of television ads change from15 to 14, radio ads from 33 to 28, newspaper ads from 30 to 55?; the cost of television ads change from150000 t