Development of a media selection model using the analytic network process

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 to prospective pur- chasers of a product or service. The media selection problem is often chal- lenging because of the wide range of alternatives, and because of the economic importance of this decision to the advertising organisation (Gensch 1970). Adding to the challenge is the fact that each of the media alternatives has certain advantages and disadvantages, not only in...

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