銀髮族保健食品廣告代言人評選模式之建構與應用

Constructing and Application on Selection Model of Senior Citizen Health Food Advertising Spokesman

10.30163/BR.201209.0005

江長慈(Chang-Tzu Chiang)；林進財(Chin-Tsai Lin)；莊嬿蓉(Yen-Jung Chuang)

銀髮族 ； 保健食品 ； 廣告代言人 ； 層級分析法 ； Senior Citizen ； Health Food ； Advertising Spokesman ； AHP

文大商管學報

17卷2期（2012 / 09 / 01）

91 - 106

繁體中文

本文從學界及業界的專家們，在設計平面廣告時，哪一種形式的呈現會產生最佳的廣告效果。本文試圖由廣告代言人之相關研究中，彙整出選擇廣告代言人之四大重要決策層面及十四項評估因素，來發展一個廣告代言人類型之評選模式，並以層級分析法（AHP）對廣告代言人類型選擇因素進行評估，並求出準則之相對權重、排序替選方案並選出最佳的廣告代言人類型。並以平面廣告呈現的方式來選擇廣告代言人類型為歷來驗證。本文之評選模式應用廣告代言人之相關研究中彙整出有效的評估因素，並以應用層級分析法評選準則之客觀權重，並計算與排列最佳廣告代言人類型方案。本研究目的建構平面廣告代言人類型之評選模式。旨建立一套客觀且適合企業主有效的來選擇廣告代言人類型決策層面及評估因素，可提供後續學者與業界進行相關研究時之參考依據。

This study when Health Food, manufacturers and experts in the design of print advertising, which kind of ways the best advertisement results. First, the proposed model adopts the literature for selecting four Criteria and fourteen Sub-Criteria, the ”Analytic Hierarchy Process (AHP)” to determine the relative weights of the criteria. Then the model ranks the alternatives and selects the Advertising Spokesman for a business. The famous experts are selection herein print advertising as an example of how a spokesman type can be selected by using this model. This study is Advertising Spokesman for selecting each evaluative criterion. Adopts the literature is used to identify the most appropriate evaluation criteria. AHP theory is used to determine the objective weight values. This study proposed selection model experts to select print advertising more objectively by allowing them to operate effectively. This study aimed at establishing an objective and effective future for business owners to selecting the Advertising Spokesman type of decision-making level and assessment spokesperson factors. This study can be a valuable reference for the future studies in this area by people in academia and business.

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