淡江大學機構典藏:Item 987654321/104502
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    題名: TOPSIS mathematical model for ranking of political campaign TV programs order
    作者: Wu, Kun-Shan;Chang, Pei-Chuan
    關鍵詞: TOPSIS method;multi-attribute decision;media selection;advertising vehicle;GRP (or CPRP)
    日期: 2014-01-01
    上傳時間: 2016-01-06 11:00:16 (UTC+8)
    摘要: 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.
    關聯: International Journal of Applied Mathematics and Statistics 52(7), p.167-174
    顯示於類別:[企業管理學系暨研究所] 期刊論文

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