Decision Support for Media Selection Using the Analytic Hierarchy Process
- 1 March 1992
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 21 (1) , 59-72
- https://doi.org/10.1080/00913367.1992.10673360
Abstract
This paper addresses the media selection problem, a special form of resource allocation problem. After reviewing characteristics of media decisions and existing analytical approaches, two approaches incorporating the analytic hierarchy process (AHP) are presented. The recommended approach utilizes AHP in conjunction with integer programming while an alternative approach uses goal programming coupled with the AHP. Those specific characteristics of AHP that make it particularly well suited to the media selection problem are discussed.Keywords
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