Developing and Implementing a Selection Model of Brand TV Commercial Script for a Real Estate Agency

Pi-Fang Hsu, Hung-Yu Chueh and Chia-Wen Tsai
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Pi-Fang Hsu: Department of Communications Management, Shih Hsin University, Taipei, Taiwan
Hung-Yu Chueh: 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), 2015, vol. 6, issue 2, 48-69

Abstract: When enterprises want to gain visibility in the short term, the fastest way is through the TV media, with a penetration rate of 90%, to reach as many consumers possible. To ensure the optimal allocation of the media budget, the content of an enterprise's TV commercial should be well-grounded in the principles of advertising effectiveness. This study develops a model to aid businesses' selection of TV commercial scripts and the model is divided into two parts using the example of a real estate agency. The first is to build suitable criteria to evaluate TV commercial script via an analysis of relevant literature and the Modified Delphi method; the relative weights of the criteria were then determined via Analytic Hierarchy process (AHP). The other part is to determine the optimum script for TV commercial using the Grey Relational Analysis (GRA). The example of a famous real estate agency in Taiwan is used to show how TV commercial scripts can be selected using this model. The results address factors such as “Ease in Leading to Consumer Acceptance”, “Appearance of The Advertisement”, “Purpose of Community Message”, “Effects of The Advertisement”, and “Commercial Script Content Settings” that are the most vital criteria in sequence. How advertising appeals and gains consumer acceptance, how it renders consumers' needs, its effects, and the script's content that are the most vital criteria in the selection of brand TV commercial scripts. The proposed model helps the real estate agency to effectively select TV commercial scripts, making it highly applicable for both academia and commerce.

Date: 2015
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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