| Summary: | 碩士 === 元培科技大學 === 經營管理研究所 === 96 === Given the existence of numerous competing commercial brands, advertising has become an essential means of reinforcing product characteristics to consumers. Additionally, given the rapid development of information technology and diversity of multimedia, the influence of advertisement is gradually increasing, making the selection of appropriate spokesperson a crucial task. This study developed a model for selecting a spokesperson. The proposed model adopts the Nominal Group Technique (NGT) for selecting each evaluative criterion and the “Analytic Network Process (ANP)” to determine the relative weights of the criteria, then ranks the alternatives and selects the optimum spokesperson for a business. A famous Taiwanese drink company is used herein as an example of how a spokesperson can be selected using this model. The result demonstrated that business rate criteria importance was follows: trustworthiness, expertise, attractiveness, fittingness.The proposed model helps businesses to effectively select an advertising spokesperson by providing for a basis decision making.
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