This study develops a model for selecting an optimal independent media agency for an advertiser. The proposed model comprises two parts. The first part uses the modified Delphi technique to identify suitable criteria for evaluating media agencies, after which the analytic network process (ANP) is applied to determine the relative weights of the criteria. The second part adopts the grey relational analysis (GRA) to rank alternatives and to select the optimum media agency. Additionally, the example of a famous Taiwanese beverage company is used to demonstrate the process of media agency selection using this model. The proposed model method provides advertisers with an objective and effective of selecting an optimum media agency.
Quality & Quantity – Springer Journals
Published: Apr 2, 2010
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
All the latest content is available, no embargo periods.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud