Access the full text.
Sign up today, get DeepDyve free for 14 days.
Consider the values of S 1 , S 2 ,…, S 16 as compared series x i = (x i (1), x i (2),…,x i
T. Saaty (2001)
The Analytic Network Process, 1
(2005)
The advertising domain was collapsed in Taiwan
(2006)
ACNielsen investigate the advertisement market of the Taiwan to decrease 2.5 percent in
) the largest value, 6.444, from media strategy; (S 3 ) the largest value, 7.222, from competitor analysis; (S 16 ) the largest value, 7.556, from compatibility and timely adjustment
D. Schultz, P. Kitchen (1997)
Integrated marketing communications in U.S. advertisingJournal of Advertising Research, 37
M. Bergen, S. Dutta, O. Walker (1992)
Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related TheoriesJournal of Marketing, 56
C. Kung, Kun-Li Wen (2007)
Applying Grey Relational Analysis and Grey Decision-Making to evaluate the relationship between company attributes and its financial performance - A case study of venture capital enterprises in TaiwanDecis. Support Syst., 43
P. Kitchen, D. Schultz (1998)
IMC - A UK Ad' Agency PerspectiveJournal of Marketing Management, 14
Keith Coulter, J. Sarkis (2005)
Development of a media selection model using the analytic network processInternational Journal of Advertising, 24
Jin Lee, S. Kim (2000)
Using analytic network process and goal programming for interdependent information system project selectionComput. Oper. Res., 27
Pi-Fang Hsu, Mei-Ghing Hsu (2008)
Optimizing the Information Outsourcing Practices of Primary Care Medical Organizations Using Entropy and TOPSISQuality & Quantity, 42
C. Fill (2000)
Essentially a Matter of Consistency: Integrated Marketing CommunicationsThe Marketing Review, 1
Hao Zhao (2005)
Incentive-based compensation to advertising agencies: A principal–agent approachInternational Journal of Research in Marketing, 22
J.S. Armstorng (1996)
How should firms select advertising agenciesJ. Mark., 60
Pi-Fang Hsu (2006)
Developing a new model for selecting public relations firms in the high‐tech industryJournal of Modelling in Management, 1
(2006)
Consolidated buying is the Buzzword in media services
Anders Gronstedt (1996)
How agencies can support integrated communicationsJournal of Business Research, 37
Julong Deng (1989)
Introduction to Grey system theoryJournal of Grey System, 1
Sanjay Jharkharia, R. Shankar (2007)
Selection of logistics service provider: An analytic network process (ANP) approachOmega-international Journal of Management Science, 35
C. Chansa-ngavej (2004)
An Application of the Analytic Network Process (ANP) for University Selection Decisions
This Review is Reprinted With Permission From the
L. Meade, Joseph Sarkis (1999)
Analyzing organizational project alternatives for agile manufacturing processes: An analytical network approachInternational Journal of Production Research, 37
E. Cheng, Heng Li (2004)
Contractor selection using the analytic network processConstruction Management and Economics, 22
L. Meade, Joseph Sarkis (1998)
Strategic analysis of logistics and supply chain management systems using the analytical network processTransportation Research Part E-logistics and Transportation Review, 34
J. Lichtenthal, David Shani, N. York (2000)
Fostering Client–Agency Relationships: A Business Buying Behavior PerspectiveJournal of Business Research, 49
(2007)
Who will grab the Lion’s share of media buyingBrain Mag. (Taiwan), 373
Pi-Fang Hsu, Bi‐Yu Chen (2007)
Developing and Implementing a Selection Model for Bedding Chain Retail Store Franchisee Using Delphi and Fuzzy AHPQuality & Quantity, 41
D.E. Schultz, P.J. Kitchen (1997)
Integrated marketing communication in US advertising agencies: an exploratory studyJ. Advert. Res., 37
K. King, Leonard Reid, Wendy Macias (2004)
Selecting Media for National Advertising Revisited: Criteria of Importance to Large-Company Advertising ManagersJournal of Current Issues & Research in Advertising, 26
A. Hartman (1981)
Reaching Consensus Using the Delphi Technique.Educational Leadership, 38
(1989)
Editorial Department of Brain Magazine: Who will grab the Lion's share of media buying
(1997)
An alternative form for grey relational grades
T.L. Saaty (1980)
The Analytic Hierarchy Process
(2006)
Evaluating advertising spokespersons via the ANP-GRA selection model
A.L. Delbecq, A.H. Vande Ven, D.H. Gustafason (1975)
Group Techniques for Program Planning
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
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.