Suggests that some of the most difficult decisions facing advertising managers are in planning creative tasks such as message appeals. Presents a multicriteria decision model to manage diversity and potential conflict by achieving an effective balance across a multiplicity of creative options....

A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable knowledge base. Decision support is suggested with a series of decision rules based on different variations of AHP for both...