Background Information

Consider a firm that is planning an advertising campaign for a new product. Goals set for the campaign include exposure to at least 100,000 individuals, no fewer than 80,000 of whom have an annual income of at least $50,000 and no fewer than 40,000 of whom are single. For simplicity, assume that the firm has only radio and television media available for this campaign. One television advertisement costs $10,000 and is expected to reach an average audience of 20,000 persons. Ten thousand of these individuals will have an income of $50,000 or more, and 4,000 will be single. A radio advertisement costs $6,000 and reaches a total audience of 10,000, all of whom have at least $50,000 in income. Eight thousand of those exposed to a radio advertisement are single. Table 9.4 summarizes these data.

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