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| Author: | Coulter, K. Sarkis, J. |
| Title: | Development of a media selection model using the analytic network process |
| Journal: | International Journal of Advertising
2005 : 24:2, p. 193-215 |
| Index terms: | Advertising Internet Media selection Planning Methodology Models |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | This paper develops and tests a comprehensive model for media selection utilizing the Analytic Network Process (ANP). In applying the ANP method, specifically incorporated is web/Internet media advertising into the list of media alternatives, using many of the same standard media attributes typically employed in comparing more traditional media. This results in a model that may be utilized by expert and/or novice media planners with equal effectiveness. |
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