Development of a media selection model using the analytic network process

Joseph Sarkis and Keith Coulter

The authors develop and test a comprehensive model for media selection utilising the Analytic Network Process (ANP).

Development of a Media Selection Model Using the Analytic Network Process

Keith Coulter and Joseph SarkisClark University

INTRODUCTION

Media planning consists of a series of decisions designed to assess the best means of delivering an advertising communication...

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