An Application of the Analytic Network Process to the Advertising Media Budget Allocation Decision

被引：8
|
作者：
Coulter, Keith [1 ]
Sarkis, Joseph [1 ]
机构：
[1] Clark Univ, Worcester, MA 01610 USA
来源：
JMM-INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT | 2006年 / 8卷 / 04期
关键词：
D O I：
10.1207/s14241250ijmm0804_2
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
This study developed and tested a comprehensive model for media selection and budget allocation using the analytic network process (ANP; Saaty, 1996). ANP can be used to solve complex decision-making problems by integrating different measures (both qualitative/intangible and quantitative/tangible) into a single overall score for ranking decision alternatives. The resultant model may be used by expert or novice media planners with equal effectiveness. This study demonstrated how this model may be used to allocate media dollars for 2 industries: airlines and financial services.
引用
收藏
页码：164 / 172
页数：9
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