AHP를 이용한 광고회사 선정요인의 상대적 중요도 분석 = Relative Importance Evaluation of Advertising Agency Selection Sing AHP

국문 초록 (Abstract)

최근 광고회사의 수가 급격하게 증가하고 광고회사의 역할이 점차 증대되어 가고 있는 점을 고려할 때 어떤 광고회사를 선정할 것인가와 관련된 의사결정 문제는 매우 중요한 것으로 인식된다. 이에 본 연구는 다면적 평가기준을 통한 의사결정방법인 계층분석과정(AHP: Analytic Hierarchy Process)을 통해 광고회사 선정의 중요도 및 우선순위를 파악하기 위한 목적으로 이루어졌다. 분석결과 1단계에서는 ``경험 요인``이 가장 중요한 것으로 나타났으며, 그 다음은 ``업무능력 요인``, ``인적/관계화 요인``, ``조직 요인``의 순으로 나타났다. 1단계와 2단계 분석결과를 종합한 결과 ``캠페인 사례 경험``이 상대적으로 가장 중요한 것으로 나타났고, 이어 유사업종 대행경험, 크리에이티브, 광고기획 및 전략의 순인 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

According to the increase of a number of advertising agencies and their importance, how to choose an advertising agency is becoming a key question in the business. Therefore, the present research aims to disclose relative importance evaluation criteria and priority using Analytic Hierarchy Process based on multi-faceted evaluations. The results showed that at the first step ``experience`` is the most important factor followed by ``performance,`` ``human relationship,`` and ``organization``. In detail, the most important factor is ``successful campaign experience`` followed by ``similar experience,`` ``creative,`` and ``advertising planning and strategy``.

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