A Study on the Public Sectors as Advertisers for Selecting TV Station to Implement Integrated Marketing Communications

• Main Authors: Chien-chih Wang, 王健芝
• Other Authors: Chen-Yao Chu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/ed5d33

碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 94 === In recent years, more and more television stations set up integrated marketing departments to meet with the campaigns and public relationship of their clients, and meanwhile the "integrated marketing projects" are established to execute. They utilize their resources to proceed the integrated marketing scheme to strive for the commercial budgets. The government public sectors also apply this marketing mode a lot to propagate the policies or popularize their administrative units'' activities and thus choose proper television stations to execute the integrated marketing projects. The main purpose of this paper is to provide an algorithm for public sectors to select the optimal TV stations to implement integrated marketing communications under fuzzy environment. With the literature review and the investigations of main public sectors in Taiwan. Then we construct the hierarchical structure of selecting TV stations to implement integrated marketing communications. The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy set theory and multi-criteria decision-making method. 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. This research takes Taiwan public sectors as an example, carrying on real example application for the decision ways put forward, to provide the best selecting strategy when they make decisions.