Modelo de decisÃo multicritÃrio para seleÃÃo de plano de mÃdia para campanhas publicitÃrias de vestibulares

AUTOR(ES)

Ricardo Macedo Baudel

DATA DE PUBLICAÇÃO

2008

RESUMO

It is known that a seasonal problem affects many private colleges (thereafter referenced as IPES*) every other semester. At the end of the semester, admissional exams take place, when the future students are then selected. Consequently, a publicity campaign to broadcast these exams is required. In order to bring such a campaign to action, the IPES hire publicity agencies that, amongst other things, present the managers with the, so-called, media plans. The managers, in their turn, will ultimately make a selection of the most adequate media plan for the situation. When elaborating the media plans, many criteria of either qualitative or quantitative nature are used and such criteria are not always made clear by the agencies, neither directly noticed by the managers. In many cases, the relationship between the different criteria on which those media plans are built on, or even their relative importance, is not clearly established, even after a formal presentation is carried out. Nevertheless, the selection of the most adequate media plan following the elaboration of a rank list, should be of paramount importance for it involves the allocation of financial resources. How to rank the several media plans and, therefore, choose the first on the list is a complex task that may be treated as a multicriteria problem, since there are many criteria involved and many possible solutions. Having said that, the aim of this dissertation is to present a decision model based on a multicriteria approach, which will help the manager in the selection process of the most adequate media plan designed to broadcast the selection exam for his college. After the model presentation, a case study is carried out and conclusions about the work are shown

ASSUNTO(S)

decisÃo multicritÃrio publicidade propaganda multicriteria decision, publicity, advertisement engenharia de producao

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