Selection model based on ANP and GRA for independent media agencies

This study develops a model for selecting an optimal independent media agency for an advertiser. The proposed model comprises two parts. The first part uses the modified Delphi technique to identify suitable criteria for evaluating media agencies, after which the analytic network process (ANP) is ap...

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Bibliographic Details
Published in:Quality & quantity 2012, Vol.46 (1), p.1-17
Main Author: Hsu, Pi-Fang
Format: Article
Language:English
Subjects:
Advertising
Advertising agencies
Agency
Body Weight
Content analysis
Decision making
Delphi method
Economic analysis
Information systems
Mass Media
Mass Media Effects
Media
Media planning & buying
Methodology of the Social Sciences
Research Paper
Social Sciences
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Summary:This study develops a model for selecting an optimal independent media agency for an advertiser. The proposed model comprises two parts. The first part uses the modified Delphi technique to identify suitable criteria for evaluating media agencies, after which the analytic network process (ANP) is applied to determine the relative weights of the criteria. The second part adopts the grey relational analysis (GRA) to rank alternatives and to select the optimum media agency. Additionally, the example of a famous Taiwanese beverage company is used to demonstrate the process of media agency selection using this model. The proposed model method provides advertisers with an objective and effective of selecting an optimum media agency.
ISSN:0033-5177
1573-7845
DOI:10.1007/s11135-010-9323-y