A B C D E

10 PARAMETERS
11 Advertising Media Reliability Limit Exposure Rating per Ad New Customers per Ad Cost per Ad
12 Television 10 90 4000 10000
13 Radio 15 25 2000 3000
14 Newspaper 20 10 1000 1000
15
16 Advertising Media If Greater than Adjusted Exposure Rating per Ad Adjusted New Customers per Ad

17 Television 10 55 1500
18 Radio 15 20 1200
19 Newspaper 20 5 800
20
21 MODEL
22 Advertising Media Number of Ads Excess over Reliability Limit Total Cost
23 Television 10 =B23-B12 =B23*E12
24 Radio 15 =B24-B13 =B24*E13
25 Newspaper 20 =B25-B14 =B25*E14
26 TOTAL COST =SUM(D23:D25)
27
28 Advertising Media Exposure Rating New Customers
29 Television =IF(B23<=10,B23*C12,10*C12+C23*C17) =IF(B23<=10,B23*D12,10*D12+D17*C23)
30 Radio =IF(B24<=15,B24*C13,15*C13+C24*C18) =IF(B24<=15,B24*D13,15*D13+D18*C24)
31 Newspaper =IF(B25<=20,B25*C14,20*C14+C25*C19) =IF(B25<=20,B25*D14,20*D14+D19*C25)
32 TOTAL =SUM(B29:B31) =SUM(C29:C31)