Decision of advertising media selection by using analytic network process in the fast moving consumer goods industry

In the constantly developing technology and increasing competititon conditions, companies should conduct their production and marketing activities effectively in order to maintain their presence. Companies, in highly competitive environment, should be able to stand out from their competitors by marketing activities of products or services. Advertising is one of the most important activities of marketing which can introduce products or services to the target consumers and create purchasing desire. However, the high cost of advertising mediums and increasing types of advertising media alternatives make it important to choose the right media for companies. When we evaluate the sectors which invest for advertising, fast moving consumer goods sector in Turkey makes the most advertising investment. Also fast moving consumer goods sector includes very high level ol competiton. This study aims to select most appropriate advertising medium for a company which operates in the fast moving goods industry. To achieve this goal, first of all importance of advertising media selection in the marketing strategy and stages from beginning to advertising media selection are investigated and also criterias which affect media selection decision are identified. Studies which are about advertising media selection and evaluation of advertising medias are searched and also investigation of advertising media in the fast moving consumer goods industry is investigated.Accorting to these researches, alternatives of advertising media are defined.Since there are more than one factor which affect decision of advertising media selecition, it is going to be more useful to use a Multi-Criteria Decision Making method. Decision of advertising media selection for a campaign is effected by many factors.Also sometimes these factors influence each other. Since factors which affect this decision are dependent of each other, it is more difficult to make a decision. Therefore, ANP, one of the multi-criteria decision making methods similar to AHP but concurrently considers affection of factors, can help to make an advertising media selection decision where there are interrelations among factors. First of all, factors which affect decision of advertising media selection are chosen, then integrations between factors are identified. According to integrations, factors are prioritized and Super Decisions software is used to analyse results. So, this study shows how to choose the most proper advertising media by considering factors which affects our decision. Finally, results of study are analysed and compared with sector results.