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

Subject Areas : Jounal of Marketing Management

S. Khanmohammadi ¹ , M. Mohammadi ^{2 *}

1 - استاد، عضو هیات علمی دانشگاه تبریز
2 - استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد شهرری

Received: 2014-06-10 Accepted : 2014-06-10 Published : 2007-09-23

Keywords: Mathematical model, Dynamic system, Transform function, Linguistic Fuzzy values, consumer, BEHAVIOR, Advertising, media,

Abstract :

Advertising is one of the critical factors for success of any organization, so that advertising plans is implemented with regarding effective factors such as marketing mix, environmental factors and marketing goals in consumer’s buying decision making process. In this paper a dynamic model for evaluating the effectiveness of using advertising media is introduced. In this model the media planning is employed based on internal and environmental parameters of organizations and their interactions, by using the expert’s consults as linguistic fuzzy values. A multiple criteria decision making model is used to assign optimal budget to advertising media.