APPLYING A HYBRID APPROACH WITH ANP AND DEMATEL FOR SELECTING THE ADVERTISING MEDIA

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KAZEMI M.; ALIZADEH ZOERAM A.

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Paper Information

Journal: Journal of Operational Research in its Applications Year:2015 | Volume:11 | Issue:4 (43) Page(s): 39-58

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Information Journal Paper

Title

APPLYING A HYBRID APPROACH WITH ANP AND DEMATEL FOR SELECTING THE ADVERTISING MEDIA

Author(s)

KAZEMI M. | ALIZADEH ZOERAM A. | Issue Writer Certificate

Keywords

ADVERTISINGQ2

ADVERTISING MEDIAQ2

MADMQ2

ANALYTIC NETWORK PROCESS (ANP)Q2

DEMATELQ2

Abstract

Selecting the suitable ADVERTISING media is one of the most important decisions in advertisement planning and it is a complex problem. In this field, the aim of this study is to propose a hybrid approach of analytic network process (ANP) and decision making trial and evaluation laboratory (DEMATEL) to solve this problem and eliminate the criticism of analytic hierarchy process to get close to reality. In proposal process performed in a Wi-Max sale agency; firstly, the most important attributes in selecting the ADVERTISING media were identified based on basic studies and opinion of experts. Then, they were compared pair-wisely in a network structure frame, and DEMATEL is used in order to evaluating relationship among them. Finally, the weights of attributes were computed based on ANP super matrix, and ADVERTISING media were ranked in order catalog and brochure, billboard, magazine and newspaper, TV and radio, SMS and email, and website.

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APA: Copy

KAZEMI, M., & ALIZADEH ZOERAM, A.. (2015). APPLYING A HYBRID APPROACH WITH ANP AND DEMATEL FOR SELECTING THE ADVERTISING MEDIA. JOURNAL OF OPERATIONAL RESEARCH AND ITS APPLICATIONS (JOURNAL OF APPLIED MATHEMATICS), 11(4 (43)), 39-58. SID. https://sid.ir/paper/164579/en

Vancouver: Copy

KAZEMI M., ALIZADEH ZOERAM A.. APPLYING A HYBRID APPROACH WITH ANP AND DEMATEL FOR SELECTING THE ADVERTISING MEDIA. JOURNAL OF OPERATIONAL RESEARCH AND ITS APPLICATIONS (JOURNAL OF APPLIED MATHEMATICS)[Internet]. 2015;11(4 (43)):39-58. Available from: https://sid.ir/paper/164579/en

IEEE: Copy

M. KAZEMI, and A. ALIZADEH ZOERAM, “APPLYING A HYBRID APPROACH WITH ANP AND DEMATEL FOR SELECTING THE ADVERTISING MEDIA,” JOURNAL OF OPERATIONAL RESEARCH AND ITS APPLICATIONS (JOURNAL OF APPLIED MATHEMATICS), vol. 11, no. 4 (43), pp. 39–58, 2015, [Online]. Available: https://sid.ir/paper/164579/en

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