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| Author: | Davies, M. |
| Title: | Developing combinations of message appeals for campaign management |
| Journal: | European Journal of Marketing
1993 : VOL. 27:1, p. 45-63 |
| Index terms: | ADVERTISING COMPUTERS CREATIVITY |
| Language: | eng |
| Abstract: | Some of the most complex tasks facing advertisers are in formulating advertising planning and message appeals because of the tremendous variety of creative options. This exploratory study demonstrates the suitability of using an AHP to manage the complexity and subjectivity of the multiple decisions required for an effective advertising strategy. The model building also encourages the user to identify additional information relevant to the decision, instead of using an inspirational approach to cut across the complexity of creativity. |
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