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Developing a selection model for media agencies using the AHP and sensitivity analysis

Abstract This study designs a model for selecting media agency based on advertisers’ perceptions. First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating media agency. Next, the research model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, ranks the alternatives and selects the optimum media agency. Finally, the model adopts sensitivity analysis to examine how other evaluative criteria change with changes in the weightings of evaluation criteria. The analytical results indicated that advertisers rank criteria in terms of importance as follows: media performance ability, media planning ability, media valuation ability and service level. Additionally, the example of a renowned Taiwanese food company is used to demonstrate the process of media agency selection using this model. The proposed model helps advertisers effectively select media agency, making it highly applicable in academia and commerce.