Establishing a Hierarchy Model for Evaluating Integrated Marketing Communications Services of Newspaper Groups in Taiwan

Ya-Han Lin, Pi-Fang Hsu and Chia-Wen Tsai
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Ya-Han Lin: Department of Communications Management, Shih Hsin University, Taipei, Taiwan
Pi-Fang Hsu: Department of Communications Management, Shih Hsin University, Taipei, Taiwan
Chia-Wen Tsai: Department of Information Management, Ming Chuan University, Taipei, Taiwan

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2013, vol. 4, issue 4, 27-40

Abstract: This study aimed to build an evaluation model for integrated marketing communications services of newspaper groups. First, researchers obtained the proper evaluation criteria by using related documents and the modified Delphi method to condense experts' opinions. Then, AHP (Analytical Hierarchy Process) was applied to determine the weights of these criteria, allowing researchers to order the alternatives and find the most suitable newspaper group to implement integrated marketing communications services. The model was then applied to a real case of a famous financial holding company in Taiwan, which was looking for a newspaper group as its partner to promote its company image. According to the research results, the criteria that the advertisers cared about, in order of importance, were as follows: scale of the newspaper organization, ability of planning and implementation, ability of resource integration, and choice of communication tools. This model can provide advertisers with an objective and efficient method of choosing the most suitable newspaper group, and is of certain value and contribution in academic circles and practices.

Date: 2013
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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