| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所 === 91 === A Study of Advertisers for Selecting TV Stations to Implement Integrated Marketing Communications
Student: Su-Fen Cheng Advisor: Yaw-Chu Chen
Abstract
The main purpose of this paper is to provide an algorithm for advertisers to select the optimal TV stations to implement integrated marketing communications under fuzzy environment. The fundamental concepts we have adopted include the factor analysis, eigenvector method, fuzzy Delphi method, fuzzy set theory and multi-criteria decision-making method.
With the literature review and the investigations of Taiwan top twenty advertisers and their advertising agencies, we use the factor analysis to condense the nineteen sub-criteria into six key criteria, including “communication activities”, “organization coordination ”, “operation mechanism”, “investment effectiveness”, “human resources”, and “control mechanism”. Then we construct the hierarchical structure of selecting TV stations to implement integrated marketing communications. The fuzzy Delphi method is integrated with the eigenvector method to form a set of pooled weights of the extracted criteria. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings of linguistic variable, “importance” and “appropriateness”. Through the hierarchy integration, we obtain the final scores of TV stations. Then we use a revised Chang and Chen’s ranking method to rank the final scores and get the optimal TV station.
With the Company A which is top-notch in food and beverage industry to be the practical case, it is discussed to see the possible advantages of the proposed method.
Keywords: integrated marketing communications, multi-criteria decision making, fuzzy number, linguistic variable, fuzzy Delphi.
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