Identification and prioritisation of AIDA promotion model tools by use of fuzzy AHP approach

Abstract

In the modern literature of management, the responsibility of a manager is decision making. Identifying the best promotional mix element seems a crucial decision because in addition to satisfying the needs of the market, it should pay attention to the organisational objectives and marketing. Although a substantial amount of budget is devoted to promotion in the organisations, little attention paid to the effectiveness of the promotional methods and the desired result may not be achieved. So, before spending vast sums of money, best promotional mix tools should be identified in every industry based on its characteristics. In this study, we aim at helping managers in the tile and ceramic industry to identify and prioritise their promotion tools to improve their sales. AIDA model was used in this study and due to each element of AIDA, the best promotional mix tools were prioritised by FAHP.