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Optimizing an Advertising Campaign

Math 1 01 0 Intermediate A lgebra Group Project
Background Information:
Linear Programming is atechnique used for optimization of areal-world situation. Examples of
optimization include maximizing the number of items that can be manufactured or minimizing
the cost of production. The equation that represents the quantity to be optimized is called the
objective function, since the objective of the process is to optimize the value. Inthis project the
objective is to maximize the number of people who will be reached by an advertising campaign.
The objective is subject to limitations or constraints that are represented by inequalities.
Limitations on the number of items that can be produced, the number of hours that workers are
available, and the amount of land afarmer has for crops are examples of constraints that can be
represented using inequalities. Broadcasting an infinite number of advertisements is not a
realistic goal. Inthis project one of the constraints will be based on an advertising budget.
Graphing the system of inequalities based on the constraints provides avisual representation of
the possible solutions to the problem. If the graph is aclosed region, it can be shown that the
values that optimize the objective function will occur at one of the "comers" of the region.
The Problem:
Inthis project your group will solve the following situation:
A local business plans on advertising their new product by purchasing advertisements on the
radio and on TV. The business plans to purchase at least 60 total ads and they want to have at
least twice as many TV ads as radio ads. Radio ads cost $20 each and TV ads cost $80 each.
The advertising budget is $4320. It is estimated that each radio ad will be heard by 2000
listeners and each TV ad will be seen by 1 500 people. How many of each type of ad should be
purchased to maximize the number of people who will be reached by the advertisements?
Modeling the Problem:
Let X be the number of radio ads that are purchased and Y be the number of TV ads.
1 . Write down alinear inequality for the total number of desired ads.
2. Write down alinear inequality for the cost of the ads.
3. Recall that the business wants at least twice as many TV ads as radio ads. Write down a
linear inequality that expresses this fact.
4. There are two more constraints that must be met. These relate to the fact that there
cannot be snegative numbers of advertisements. Write the two inequalities that model
these constraints:
y2-0
)(20
5. Next, write down the function for the number of people that will be exposed to the
advertisements. This is the Objective Function for the problem.
p=2000;< + \ SOD 'I
You now have four linear inequalities and an objective function. These together describe the
situation. This combined set of inequalities and objective function make up what is known
mathematically as alinear programming problem. Write all of the inequalities and the
objective function together below. This is typically written as alist of constraints, with the
objective function last.
x-ty?-GO
Z O X -\ ?fJ y fl1 ~LO
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r-:: 1.000 X t\SOO Y
6. To solve this problem, you will need to graph the intersection of all five inequalities
on one cornmon XY plane. Do this on the grid below. Have the bottom left be the
origin, with the horizontal axis representing X and the vertical axis representing Y. Label
the axes with what they represent and label your lines as you graph them.
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7. The shaded region inthe above graph is called the feasible region. A ny (x, y) point inthe region
corresponds to apossible number of radio and TV ads that will meet all the requirements of the
problem. However, the values that will maximize the number of people exposed to the ads will
occur at one of the vertices or corners of the region. Your region should have three corners. Find
the coordinates of these corners by solving the appropriate system of linear equations. Be sure to
show your wor k and l abel the (x, y) coordinates of the corners inyour graph.
o X +, /2:\00 - "J x:Z fao- y
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8. To find which number of radio and TV ads will maximize the number of people who are exposed to
the business advertisements, evaluate the objective function P for each of the vertices you found.
Show your work.
-7
9. Write asentence describing how many of each type of advertisement should be purchased and
what is the maximum number of people who will be exposed to the ad.
1 WeV\1 y-fOLA { ((A diO o.ds Of\ct -tol, {(\.yei~~1-TV (}Ids 'f.>hovdcl
be flA l"c\nC\s{)d iV\ order +0 (eCACh -t~e \'YlO&+ V\uW\\'4?( of
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OI.c\s C A Y \cA q~")\1 CA cls I '( ou.. 'v-J i \l I{eac.h \"..0)000 people.
1 0. Reflective Writing.
Did this project change the way you think about how math can be applied to the real world?
Write one paragraph stating what ideas changed and why. If this project did not change the way
you think, write how this project gave further evidence to support your existing opinion about
applying math. Be specific.
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