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

2017 ◽  
pp. 528-548
Author(s):  
Pi-Fang Hsu ◽  
Hung-Yu Chueh ◽  
Chia-Wen Tsai
Keyword(s):  
Real Estate ◽  
Optimal Allocation ◽  
Consumer Acceptance ◽  
Analytic Hierarchy ◽  
Advertising Appeals ◽  
The Real Estate ◽  
Modified Delphi ◽  
Estate Agency ◽  
Tv Commercial ◽  
Selection Of

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.

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

2015 ◽  
Vol 6 (2) ◽  
pp. 48-69
Author(s):  
Pi-Fang Hsu ◽  
Hung-Yu Chueh ◽  
Chia-Wen Tsai
Keyword(s):  
Real Estate ◽  
Optimal Allocation ◽  
Relevant Literature ◽  
Consumer Acceptance ◽  
Analytic Hierarchy ◽  
The Real Estate ◽  
Modified Delphi ◽  
Estate Agency ◽  
Tv Commercial ◽  
Selection Of

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.

scholarly journals An Analysis of Preferences in Housing Demand by Means of a Multicriteria Methodology (AHP). A More Sustainable Approach

2021 ◽  
Vol 13 (14) ◽  
pp. 7550
Author(s):  
Roberto Cervelló-Royo ◽  
Marina Segura ◽  
Regina García-Pérez ◽  
Baldomero Segura-García del Río
Keyword(s):  
Decision Making ◽  
Real Estate ◽  
Real Estate Market ◽  
Housing Demand ◽  
Decision Making Process ◽  
Analytic Hierarchy ◽  
The Real Estate ◽  
Qualitative Relationship ◽  
Key Aspects ◽  
Housing Attributes

This paper examines key aspects of the behavior of housing demand from a sustainable standpoint. Most studies have mainly focused on housing supply, looking at quantitative predictions without considering the qualitative relationship found between housing values and housing demand on a sustainable and microeconomic scale. We used a multicriteria decision methodology (analytic hierarchy process—AHP) for the analysis of preferences in demand, based on the theory of multi-attribute utility of housing, to determine the relative importance of each characteristic of housing and its influence on the decision-making process. For this purpose, we carried out the study over three main groups of stakeholders in the housing market: real estate surveyors, real estate agents, and housing buyers (the latter representing the housing demand). Results show that although there might be some slight discrepancies among the three groups in the decision-making process and the weighting of housing attributes, the three groups agree in most of the process, especially when defining the criteria and the importance that each criterion has on the process of valuation. This study provides important managerial and sustainable implications for the real estate market related to urban public policy, as we highlight which criteria are most preferred.

An Endorsement Selection Model for Sports Celebrities in China

2018 ◽  
Vol 10 (2) ◽  
pp. 1-13
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

scholarly journals FOR SALE… BUT FOR HOW LONG? A METHODOLOGICAL PROPOSAL FOR ESTIMATING TIME-ON-THE-MARKET

2015 ◽  
Vol 19 (4) ◽  
pp. 309-324 ◽  
Author(s):  
Vanda C. S. MARTINS ◽  
Marlene N. M. FILIPE ◽  
Fernando A. F. FERREIRA ◽  
Marjan S. JALALI ◽  
Nelson J. S. ANTÓNIO
Keyword(s):  
Real Estate ◽  
Evaluation System ◽  
Socioeconomic Development ◽  
Cognitive Mapping ◽  
Real Estate Market ◽  
Residential Real Estate ◽  
Analytic Hierarchy ◽  
The Real Estate ◽  
Time On The Market ◽  
Measurement Framework

Residential real estate assumes crucial importance in a country's socioeconomic development. It is an important field of study, and much work has gone into better understanding the sector and the factors determining sales within it, such as time-on-the-market (TOM). TOM can be influenced by a variety of elements; a fact that in effect raises a lot of issues, because these determinants are often interpreted in an ambiguous or unstructured way. This study aims to bring greater accuracy and structure to our understanding of these factors, by showing that the integrated use of cognitive mapping with the Analytic Hierarchy Process (AHP) can give rise to a conceptually coherent and empirically valid framework to calculate TOM indices in the residential real estate market. Because it takes into account both tangible and intangible characteristics of a house, this measurement framework also boosts strategic planning support and allows for more informed business planning, which we believe can be a real contribution to the development of the real estate market. The practical implications and limitations of this evaluation system are also discussed.

An Endorsement Selection Model for Sports Celebrities in China

2021 ◽  
pp. 142-156
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Selection Model ◽  
Celebrity Endorsement ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

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