| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 107 === The recent expansion of the internet, the widespread use of peripheral and cellular devices, and changes in user behavior when accessing multimedia have driven promotional activities and retailing services towards the online environment. Businesses are seeking to expand sales by increasing their brand exposure through internet advertisement, some also established internet commerce websites. Promotional activities in the digital environment have become a focus of many business owners. Digital advertisement companies have also increased, seeking to provide business owners and advertisement purchasers more choice in digital sales services. Business owners are therefore seeking more scientific methods to select and choose the right sort of digital advertising company, instead of only comparing factors such as the fees for collaboration and cost for approaching the digital advertising services. This study provides businesses and media agencies a decision-making model for selecting the right sort of digital advertising company. The model is constructed through literature survey and the Modified Delphi Method, which synthesizes professional opinions into an appropriate set of assessment criteria. A separate set of point of views drawn from middle and small size business owners and employees of digital advertising companies is gathered and processed through the Analytic Hierarchy Process (AHP) to decide the proportional weight of each criterion. Lastly, a business case study is chosen as input for the model in order to seek the most compatible digital advertising company. This study finds that the choice of business owners emphasized are professional operating capability, marketing and planning capability, industry observation capability, customer service capability, and service experience.
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