Developing Combinations of Message Appeals for Campaign Management

Abstract

Suggests that some of the most difficult decisions facing advertising managers are in planning creative tasks such as message appeals. Presents a multicriteria decision model to manage diversity and potential conflict by achieving an effective balance across a multiplicity of creative options. Justifies the suitability of using an analytical hierarchy process, or AHP, to derive an effective combination of advertising objectives and creative strategies for a given campaign. The results reinforce the storyboard and indicate the model is a practical addition for advertising design. Suggests that extensions to the hierarchy, such as media planning, could occupy future research.

Citation

Davies, M. (1993), "Developing Combinations of Message Appeals for Campaign Management", European Journal of Marketing, Vol. 27 No. 1, pp. 45-63. https://doi.org/10.1108/03090569310024558