Selection model based on ANP and GRA for independent media agencies

This study develops a model for selecting an optimal independent media agency for an advertiser. The proposed model comprises two parts. The first part uses the modified Delphi technique to identify suitable criteria for evaluating media agencies, after which the analytic network process (ANP) is applied to determine the relative weights of the criteria. The second part adopts the grey relational analysis (GRA) to rank alternatives and to select the optimum media agency. Additionally, the example of a famous Taiwanese beverage company is used to demonstrate the process of media agency selection using this model. The proposed model method provides advertisers with an objective and effective of selecting an optimum media agency.