Creating Media Culture. Snow,Robert P. Beverly Hills: Sage Publications, 1983. 261 pp. $28.00 (h), $14.00 (p)

Abstract

This paper addresses the media selection problem, a special form of resource allocation problem. After reviewing characteristics of media decisions and existing analytical approaches, two approaches incorporating the analytic hierarchy process (AHP) are presented. The recommended approach utilizes AHP in conjunction with integer programming while an alternative approach uses goal programming coupled with the AHP. Those specific characteristics of AHP that make it particularly well suited to the media selection problem are discussed.