DECISION SUPPORT FOR MEDIA SELECTION USING THE ANALYTIC HIERARCHY PROCESS

被引：22
作者：
DYER, RF
FORMAN, EH
MUSTAFA, MA
机构：
[1] GEORGE WASHINGTON UNIV,GRAD BUSINESS PROGRAMS,WASHINGTON,DC 20052
[2] GEORGE WASHINGTON UNIV,INFORMAT SYST MANAGEMENT,WASHINGTON,DC 20052
[3] KUWAIT INST SCI RES,DIV TECHNOECON,SAFAT,KUWAIT
[4] GEORGE WASHINGTON UNIV,MANAGEMENT SCI,WASHINGTON,DC 20052
来源：
JOURNAL OF ADVERTISING | 1992年 / 21卷 / 01期
关键词：
D O I：
10.1080/00913367.1992.10673360
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：59 / 72
页数：14
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