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The process of modeling using linear programming is fairly consistent: define the decision variables, objective, and constraints.

Decision Variables. In this case, the decision variables are the number of units of each outlet to purchase. Let tex2html_wrap_inline811 be the number of TV spots, and tex2html_wrap_inline813 the number of magazine pages.

Objective. Our objective is to minimize the amount we spend: tex2html_wrap_inline905 .

Constraints. We have one constraint for each market segment: we must be certain that we reach sufficient people of each segment. For boys, this corresponds to the constraint:


Similar constraints for the other segments gives us the full formulation as:


Michael A. Trick
Mon Aug 24 14:40:57 EDT 1998