Development of a Media Selection
Model Using the Analytical Network Process
Keith Coulter and Joseph Sarkis
International Journal of Advertising, Vol. 24, No. 2, pp. 193-216, 2005.
We develop and
test a comprehensive model for media selection utilizing the Analytic Network
Process (ANP). ANP is a flexible and powerful multi-attribute decision aid
developed by Saaty (1996) for solving complex decision-making problems. It is
aimed at integrating different measures (both qualitative/intangible and
quantitative/tangible) into a single overall score for ranking decision
alternatives. In applying the ANP method, the authors specifically incorporate
Web/Internet media advertising into their list of media alternatives, using many
of the same standard media attributes that have typically been employed in
comparing more traditional media. The result is a model that may be utilized by
expert and/or novice media planners with equal effectiveness.
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