아파트 분양을 위한 마케팅 커뮤니케이션 활동에 대한 AHP 분석

An AHP Analysis of Marketing Communication Activities for Apartment Sales

It is hard to verify which types of marketing communication activities are more effective in apartment sales promotions. Many apartment sales companies routinely advertise their marketing campaigns without analyzing media effect nor necessity. It is the unit cost that matters the most for them. This needs to be improved, and promotion budget should be distributed to more effective activities. This study attempted to analyze the importance of apartment marketing promotion items. The authors wanted to show the efficient guidelines on apartment sales budget distribution by examining cost-efficient sales marketing promotion activities to achieve sales increase and enhance customer preference. To understand the level of importance in apartment sales marketing promotion activities, Analytic Hierarchy Process(AHP) model was applied and marketing experts survey was carried out in two groups: apartment sales experts and advertising experts. They thought differently. Experts in apartment sales considered activities, such as banners, were effective; those in advertising do not. Therefore, this result can be a big help for practitioners in the field to divide and use their sales budget effectively.