Selection of Television Channels for Product Promotion: A Fuzzy-TOPSIS Approach

Abstract

Today, there are innumerable media that are available to the firm which is advertising their product. The decision that needs to be made is regarding the choice of the media for advertising. There are many traditional and new media which are available for advertising. In different scenarios, different media can be used for advertising and for creating a different impact. In this research paper, we present a case of a firm which advertises its product through television. The decision that needs to be made is for the selection of the appropriate channels in television for advertising. This particular decision of choice of appropriate channels is under the influence of many factors. Thus, it is a multi-criteria decision-making problem. The firm needs to evaluate different potential channels and make the decision of optimum combination of channels as per their product. This decision is dependent on multiple criteria. We have used Fuzzy-Technique for Order Preference by Similarity to Ideal Solution (F-TOPSIS) to make the real-life decision of choosing set of appropriate channels for a firm advertising for their men’s product. F-TOPSIS helps to give a quantitative value to the performance of each channel with respect to the different criteria.