Developing Combinations of Message Appeals for Campaign Management

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. Justifies the suitability of using an analytical hierarchy process, or AHP, to derive an effective combination of advertising objectives and creative strategies for a given campaign. The results reinforce the storyboard and indicate the model is a practical addition for advertising design. Suggests that extensions to the hierarchy, such as media planning, could occupy future research.