- İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi
- Vol: 8 Issue: 30
- OYUN TEORİSİ YAKLAŞIMI İLE REKLAM ARACI SEÇİM SÜRECİNİN EKONOMİYE ETKİLERİ: BULANIK TOPSIS YÖNTEMİYL...
OYUN TEORİSİ YAKLAŞIMI İLE REKLAM ARACI SEÇİM SÜRECİNİN EKONOMİYE ETKİLERİ: BULANIK TOPSIS YÖNTEMİYLE VAKIF ÜNİVERSİTELERİNİN EĞİTİM SEKTÖRÜ ÜZERİNE BİR UYGULAMA
Authors : Yeşim Akdağ, Çiğdem Özari
Pages : 1-33
View : 8 | Download : 2
Publication Date : 2016-06-01
Article Type : Other
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 : Bulanık TOPSIS, Reklam, Oyun Teorisi.