Development of a media selection model using the analytic network process

Abstract

The authors develop and test a comprehensive model for media selection utilising 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 utilised by expert and/or novice media planners with equal effectiveness.

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