ANP Media selection model

Keith Coulter and Joseph Sarkis

The Analytic Network Process (ANP) Media Selection Model is a tool for assessing the appropriateness of media for specific advertising tasks.

ANP Media selection model

Keith Coulter & Joseph Sarkis

The Analytic Network Process (ANP) Media Selection Model is a tool for assessing the appropriateness of media for specific advertising tasks. It specifies five basic factors for media selection, and a number of sub-factors within each of these. Each media alternative is then judged in terms of its relative performance on each of the 16 sub-factors. A multi-attribute decision method, developed by Saaty (1996), is used for the ultimate selection decision. The factors are:

QUALITY

  1. Attention-getting capability (Attention) - the ability of the medium to 'grab the customers...

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