Adopting an analytic hierarchy process to select Internet advertising networks

Abstract

This study develops a model for selecting Internet advertising networks. The proposed model adopts the “analytic hierarchy process” (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the optimum Internet advertising network for advertisers. Additionally, a famous Taiwanese food company is used herein as an example of how an Internet advertising network can be selected using this model. The proposed model helps advertisers to effectively select Internet advertising networks, making it highly applicable for academia and commerce.

Citation

Lin, C. and Hsu, P. (2003), "Adopting an analytic hierarchy process to select Internet advertising networks", Marketing Intelligence & Planning, Vol. 21 No. 3, pp. 183-191. https://doi.org/10.1108/02634500310474993