Review and Prioritization of Various Advertisement Methods by Meat Products Matrix Analytic Hierarchy Method (AHP): A Case Study of Sausages Products
Subject Areas : Environmental policy and managementSara Esfandi 1 , Ahmad Fatahi 2
1 - Master Student of Agricultural Economics, Ardakan University, Iran
2 - Agricultural Economic Department, Ardakan University, Ardakan, Iran
Keywords: Advertising, Analytic Hierarchy Process (AHP), Meat products,
Abstract :
Advertising is not only as a tool to increase company sales. Fast development of mass communication tools and added new mediums to advertising media have been introduced the advertising as a key element in the success or failure of a company. Due to the intense competition between companies and the fast growth of markets and changes in consumer behavior, advertising is taken into consideration as a major tool to create consumer awareness of products and services. Thus, in order to choose the best advertising method for meat products (sausages and salami), comments of 500 Shiraz citizens are collected by Cochran sampling and used in data analysis by Analytical Hierarchy Process (AHP). After gathering the data, by synthesis the comments of respondents through arithmetic mean, the pairwise comparison matrix of criteria and priorities was formed to estimate the relative weights of them to achieve the goals of "the best method of advertising". The results indicated with respect to citizen viewpoints, the media advertisement, the street billboards, the advertising brochures, the advertising kiosks, and the purchase awards have the highest degree of importance with weight 0.430, 0.238, 0.139, 0.098 and 0.096, respectively. Due to the competition of different meat products factories, to make interest and encourage for purchasing a goods toward the competitor goods, it is necessary to use the persuasive advertisement.
1- Australian Competition and Consumer Commission (ACCC) (2014). A guide for business, Advertising and selling guide, Australian Competition and Consumer Commission. Retrieved from www.accc.gov.au.
2-Doswell, R. (2000). Tourism: How effective management makes the difference. Butterworth-Heinmann Press, UK.
3- Dyre, F. R., Forman, E. H., & Mustafa, M. A. (1992). Decision support for media selection using the analytic hierarchy process. Journal of Advertising, 21, 57-70.
4- Ebrahimi, A., Ghaderi, A., Rahmati, Gh. & Akbari, R. (2011). The effect of dvertisement on tourism attraction, case study: Isfahan international tourists. Geology and Development Journal, 35, 139-156.
5- Lee, S. & Walsh, P. (2011). SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport. Sport Management Review, 58, 361- 369.
6- Model European Union (MEU). (2013). Meat marketing planner: Strategic marketing for farm to table meat enterprises, Retrieved from University of Maryland Extension website www.extension.umd.edu.
7- Mohammadi, S., & Esmaeili, N. (2013). Prioritization of advertisement mediums based on AIDA model through AHP method used in manufactures of sport. Journal of Sport Management, 15, 77-92.
8- Morosan, C. (2008). DMO websites and the role of complementary media in tourism advertising. Hospitality Marketing and Management, 17, 43-49.
9- Ngai, E. W. T. (2002). Selection of web sites for online advertising using the AHP. Information and Management, 84, 1-10.
10- Papic, N.B., Gagic, T. & Dokic, N. (2012). Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences. Turizam, 65, 8-19.
11- Rasoulzade, M. & Hasannezhad, M. (2013). Analysis and prioritization of effective advertisement method in tourism attraction in Khorasan Razavi Province, case study: Torghabe city. Journal of Tourist Research, 65, 67-85.
