GAME THEORY APPROACH TO ECONOMIC EFFECTS OF ADVERTISING VEHICLE SELECTION PROCESS: AN APPLICATION ON FUZZY TOPSIS FOUNDATION UNIVERSITY OF EDUCATION SECTOR METHOD

Year 2016, Volume: 8 Issue: 30, 1 - 33, 01.06.2016

Yeşim Akdağ Çiğdem Özarı

Abstract

Advertisers are experiencing uncertainty when deciding on the most
effective advertising tool on the target audience. The aim of the thesis, as
a result of meetings with experts in the education sector in the area of
decision-making due to uncertainties in the process is the most efficient
among the alternative Fuzzy TOPSIS and Game Theory for advertising
tool selection methods have brought a different approach by using
together. Working on Multiple Criteria Decision Making and made the
application on two-player game system. Thus, taking into consideration
the interests of the target audience as well as their interests in the decisionmaking
of the ad can be shown that co-administration of both methods for
the selection of the most effective advertising tool.

Keywords

Fuzzy TOPSIS, Advertising, Game Theory

OYUN TEORİSİ YAKLAŞIMI İLE REKLAM ARACI SEÇİM SÜRECİNİN EKONOMİYE ETKİLERİ: BULANIK TOPSIS YÖNTEMİYLE VAKIF ÜNİVERSİTELERİNİN EĞİTİM SEKTÖRÜ ÜZERİNE BİR UYGULAMA

Abstract

Keywords

Bulanık TOPSIS, Reklam, Oyun Teorisi.