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

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Publication Date : 2016-06-01

Article Type : Research Paper

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