A multicriteria decision making model for media selection in the dual consumer/industrial market

An optimal advertising media selection is a strategic factor for the operations of both traditional and e-business environments. This paper presents a case study that considers two options: industrial and consumer products. In order to resolve the strategic decision-making about dual market high technology products, a mixed integer goal programming model is developed to facilitate the advertising media selection process. Preemptive priority ordering is established by the analytic hierarchy process. The problem is solved lexicographically using a software package, based on the data obtained from the e-business industry in Korea. The satisfying solution is identified and analyzed, and sensitivity analyses are performed for model flexibility.