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TOPSIS Mathematical Model for Ranking of Political Campaign TV Programs Order

Wu Kun-Shan, Chang Pei-Chuan

Abstract


Advertising needs to reach consumer in a cost-efficient way, and media vehicles which carry advertising message play a central role in this regard. Media planners need to find a simple evaluation method to help them in deciding the priority for media vehicle mix.The first 5 special municipalities and new mayor election were held in 2010 in Taiwan, this case study describes an investigation of the TV program selection by using the Technique for Order Preference by Similarity to IdealSolution (TOPSIS). Taking into consideration of TV program raring, program type and CPRP, this study proved that the TOPSIS method can be utilized in the media vehicle priority selection and can be guided in the subsequent related studies.

Keywords


TOPSIS method, multi-attribute decision, media selection, advertising vehicle,GRP (or CPRP).

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