Designing a Mathematical Model for Evaluating the Effectiveness of Advertising Media on Consumer Behavior

Subject Areas : Futurology

S. Khanmohammadi ¹ , M. Mohammadi ²

1 - نویسنده مسئول
2 - ندارد

Received: 2006-02-02 Accepted : 2006-07-29 Published : 2008-03-20

Keywords: Mathematical model, Dynamic system, Transform function, Linguistic Fuzzy values, Consumer&#x0D, &#x0D, behavior, Advertising, media,

Abstract :

Advertising is one of the critical factors for success of any organization, so that advertising plans isimplemented with regarding effective factors such as marketing mix, environmental factors and marketinggoals in consumer's buying decision making process. In This paper a dynamic model for evaluating theeffectiveness of using advertising media is introduced. In this model the media planning is employed basedon internal and environmental parameters of organizations and their interactions, by using the expert’sconsults as linguistic fuzzy values. A multiple criteria decision making model is used to assign optimalbudget to advertising media.