Optimal Selection of Business Managers for Integrated Marketing Communications Companies Using AHP and GRA

Optimal Selection of Business Managers for Integrated Marketing Communications Companies Using AHP and GRA

Pi-Fang Hsu (Department of Communications Management, Shih Hsin University, Taipei, Taiwan), En-Ping Lin (Department of Communications Management, Shih Hsin University, Taipei, Taiwan) and Chia-Wen Tsai (Department of Information Management, Ming Chuan University, Taipei, Taiwan)
DOI: 10.4018/IJCRMM.2016040102
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Abstract

As today's consumers encounter different types of media, communication channel has become omnipresent. The vast array of marketing tools available to advertisers have lessened the use of traditional media advertising and seen the rapid rise of Integrated Marketing Communications (IMC) in response to it. This study establishes a model divided into two sections. The first part uses the relevant literature and a Modified Delphi Method to find the best selection criteria for an IMC company's business manager, and Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. The second part uses the Grey Relational Analysis (GRA) to rank the alternatives and select the appropriate business manager. Finally, with an IMC company as an example, the authors use this model for empirical research. The results show that the emphasis on the criteria of professional competence, personal qualities, creative thinking, social skills and self-regulation. This research provides a new model for selecting a business manager, in addition to providing a reference basis for decision makers.
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2. Literature Review

2.1. Integrated Marketing Communications

The American Association of Advertising Agencies in 1989 defined IMC as a marketing communication of ideas, following a confirmed value-added plan, that considers the different means of communication that play a role in the plan, such as advertising, promotions, direct marketing, and public relations; and it integrates them through integrated planning to provide a consistent message to the audience, and maximize the results of dissemination (Caywood et al., 1991).

However, though the concept of IMC is very clear, and deemed valuable, it is difficult to execute and practice it (Duncan and Moriarty, 1997). Northwestern University’s Petrison and Wang (1996) indicate that the IMC is composed of “plan (idea) integration” and “execution (message) integration,” and both elements have to be considered to make a complete IMC plan.

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