Constructing and Applying a Model to Select of the Ideal Advertising Spokesperson for Health Food

• Main Authors: Yen-Jung Chuang, 莊嬿蓉
• Other Authors: Chin-Tsail Lin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/qg4ce4

碩士 === 元培科技大學 === 企業管理研究所 === 98 === This study investigates how health food manufacturers, factory owner and expert in the design of print ads and advertisement designers can achieve the best results from advertisements. This study process the proposed model adopts literature guidelines collation evaluation criteria for selecting each Advertising Spokesperson and develops a model for selecting a spokesman and the Analytic Hierarchy Process (AHP) to determine the relative importance of the criteria. Then the model ranks the alternatives and selects the optimum advertising spokesperson. The study proposes a selection model that allows expert input to make advertising more effective; it aims to establish an object and effective method for factor-assessment and decision making for business owners to select the ideal type of Advertising Spokesperson and could be a valuable reference for future academic and business studies in this area.