Q. Media Selection.

The Westchester Chamber of Commerce periodically sponsors public service seminars and programs. Currently, promotional plans are under way for this year's program. Advertising alternatives comprise television, radio and newspaper. Audience estimates, costs and maximum media usage limitations are as shown.

To ensure a balanced use of advertising media, radio advertisements must not exceed 50% of the total number of advertisements authorized. In addition, television should account for at least 10% of the total number of advertisements authorized.

a. If the promotional budget is limited to $18,200, explain how many commercial messages should be run on each medium to maximize total audience contact? Illustrate what is the allocation of the budget among the three media and illustrate what is the total audience reached?

b. By explain how much would audience contact increase if an extra $100 were allocated to the advertising budget?