Developing and Implementing a Model for Selecting Videos for City Marketing

2012 ◽  
Vol 3 (4) ◽  
pp. 50-64 ◽  
Author(s):  
Pi-Fang Hsu ◽  
Chia-Wen Tsai ◽  
Sheng-Weng Doong
Keyword(s):  
Sensitivity Analysis ◽  
Local Government ◽  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
City Marketing ◽  
Analytic Hierarchy ◽  
Modified Delphi Method ◽  
Modified Delphi ◽  
Criterion Weight ◽  
Hierarchy Process

This study develops a model for selecting videos for city marketing. First, Modified Delphi Method was used to find suitable criteria to evaluate videos of city marketing. Next, Analytic Hierarchy Process (AHP) was used to determine the relative weights of the criteria. A local government in Taiwan is used as an example of how videos for city marketing can be selected with this model. Furthermore, this study found that there is a gap in the weights of criteria identified between operators and governments. Finally, this study used sensitivity analysis to survey the criterion weight of the degree of influence with an alternative hierarchy, making it applicable for academia and commerce.

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.

Developing a Decision Model for Selecting the Scripts of Trendy Taiwanese Dramas

2020 ◽  
Vol 11 (4) ◽  
pp. 39-51
Author(s):  
Pi-Fang Hsu ◽  
Hua-Lin Yang
Keyword(s):  
Analytic Hierarchy Process ◽  
Subject Matter ◽  
Delphi Method ◽  
Decision Model ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Proposed Model ◽  
The Subject ◽  
Hierarchy Process

The script of a drama is key to achieving an outstanding performance. This study develops a new model for selecting the scripts of Taiwanese dramas based on the production manager's perceptions. First, the proposed model adopts the modified delphi method to determine suitable evaluative criteria for the scripts of contemporary Taiwanese dramas. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, thereafter rating the alternatives and selecting the best script. Additionally, a Taiwanese company is used how the scripts of Taiwanese dramas can be selected using this model. The results indicate that important criteria, in order of important, are characteristics of the story, the subject matter of the script, the meaning of the words, and the scriptwriter. The proposed model helps companies to effectively select the scripts of Taiwanese dramas, making it highly applicable for academia and commerce.

Optimizing the Host of a Travel Program for Commercial TV Stations by Using the AHP and Sensitivity Analysis

2014 ◽  
Vol 6 (3) ◽  
pp. 30-42
Author(s):  
Pi-Fang Hsu ◽  
Chia-Wen Tsai ◽  
Kun-Chung Chen
Keyword(s):  
Sensitivity Analysis ◽  
Delphi Method ◽  
Research Model ◽  
Weight Changes ◽  
Analytic Hierarchy ◽  
New Host ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Proposed Model ◽  
Hierarchy Process

This study develops a model for selecting a host for a travel show. First, the proposed model adopts the “Modified Delphi Method” to find out suitable criteria to evaluative hosts of travel shows. Next, the research model applies the “Analytic Hierarchy Process (AHP)” to determine the relative weights of the evaluative criteria, and then ranks the alternatives and selects the optimum host for a travel show. Additionally, a well-known Taiwanese TV station is taken as an example, to demonstrate how a new host of a travel show is selected by applying this model. The results indicate that managers of commercial TV stations rank criteria in the following order of importance: “Image”, “Viewpoint from production”, “Professional skills”, and “Personal conditions”. Eventually, using the sensitivity analysis to test criteria when assessing factors of weight changes and how about the other assessment factors.

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