The Application of the Fuzzy AHP to the IMC Mix Project Evaluation

• Main Authors: Yen-tin Chen, 陳彥廷
• Other Authors: Tsu-Wu Tien
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/14591287586484196419

碩士 === 義守大學 === 管理研究所碩士班 === 93 === Due to the fact that Integrative Marketing Communications (IMC) has been widely accepted by client and advertising agencies, and the fact that today’s advertising market is a split, chaotic, globalized, and competitive environment, marketing communications have to be very carefully designed. More specifically, what client needs is to integrate different media to convey intended messages. The main purpose of this study is to investigate how client and advertising agencies utilize different Integrated Marketing Communications Mix to convey intended message under different environments and circumstances. Moreover, we make a comparison between the result of our analysis and the advertising agencies’ practical application. The purposes of this study include: 1.To investigate the main factors in influencing client and advertising agencies’ choice of IMC Mix. 2.To investigate client and advertising agencies’ preference of different IMC Mix under the consideration of different strategies. 3.To offer client and advertising agencies a better reference model for the selection of IMC Mix. First, we find out the factors that might influence the application of IMC Mix from literature. After deleting those factors which are considered to be not important, we proceed to the first stage of our analysis, Professional Questionnaire. And then, we establish the construction of this study, and proceed to the second stage of out analysis, Fuzzy AHP. We adopt the top thirty advertising agencies in Taiwan as the subjects in this study. The result of this study is achieved by utilizing fuzzy number and eigenvector to calculate the fuzzy synthesizing judgment of different factors. Finally, we make a comparison between the result of this study and advertising agencies’ practical applications. The result of this study shows that with regard to market shares, media budget, client communication goal, media credibility, etc., Public Relation is advertising agencies’ favorite media. And advertising is the second favorite media under many circumstances, except for sales season.