Today many successful star marketing cases constantly represented in many companies, so star marketing has become significant. Although star marketing brings a lot of business opportunities for companies, the results are not always positive effects. The purpose of this study is to provide a mechanism to select an advertising model casting for star marketing. This study uses the combined customer data analysis and AHP approach to choose a adequate an advertising model such as internet search engine, news searched words, customer survey, etc. And then AHP technique is applied to the five chosen candidates based on their salary, awareness, issues, continuous possibility and connection to product's concept. As a result, the proposed method will guide a good casting method to select an suitable advertising model and improve the effects of star marketing. how it improves the effect of star marketing.

Abstract
 1. 서론
 2. 이론적 배경 / 관련 연구
 3. 스타마케팅을 위한 광고모델 Casting 선정방법
  3.1 포털 사이트 인기 검색어 활용
  3.2 포털 사이트 뉴스 검색어 활용
  3.3 제품 구매자 및 잠재 고객 설문
  3.4 제품 기존 모델 활용
  3.5 스타마케팅 Casting 최종 후보 선정
 4. 스타마케팅 Casting 최적 선택 방법
  4.1 AHP 기법 요인들 간의 가중치 산출
  4.2 출연료에 따른 가중치 산출
  4.3 인지도에 따른 가중치 산출
  4.4 이슈성에 따른 가중치 산출
  4.5 연관성에 따른 가중치 산출
  4.6 지속가능성에 따른 가중치 산출
  4.7 AHP 기법에 따른 스타마케팅을 위한광고모델의 Casting 결과
  4.8 광고모델 Casting 결과 토의
 5. 결 론
 참고문헌

• 김병무(상명대학교 경영공학과)
• 서광규(상명대학교 경영공학과)