Optimal selection of Advertising spokesman using an analytic hierarchy process and grey relational analysis

Abstract

This study designs a model for advertising spokesman selection. The first part adopts model uses the “Nominal Group Technique” (NGT) to select evaluation criteria and “Analytic Hierarchy Process” (AHP) to determine the relative weight those criteria. The second part applies the “Grey Relational Analysis (GRA)” to rank the alternative and select the best spokesman. This study uses the example of a famous Taiwanese drink manufacturer to demonstrate the application of the model. The proposed model which combines AHP, NGT and GRA enables effective business decision making.

Keywords and phrases:

• Analytic Hierarchy Process (AHP)
• spokesman
• Nominal Group Technique (NGT)
• Grey Relational Analysis (GRA)
• selection model