Game theory approach to economic effects of advertising vehicle selection process: An application on Fuzzy TOPSIS foundation university of education sector method

Advertisers are experiencing uncertainty when deciding on the most effective advertising tool for the target audience. The aim of the thesis, as a result of meetings with experts in the education sector, due to uncertainties in the area of decision-making process for advertising tool selection methods being the most efficient among the alternatives, Fuzzy TOPSIS and Game Theory have brought a different approach by using together. The Multi-criteria decision-making in work (MCDA) and the two-player game system was applied. During the implementation phase, according to game theory, the advertising industry and prospective students, two players and the strategies of these players have been identified. To assess the strategies, seven decision criteria were identified by five decision-makers who are experts in their field. Experts in the evaluation phase, linguistic variables and expressions were used and then converted into blurry numbers. Fuzzy TOPSIS algorithm based on mathematical processing steps performed in accordance with the strategy of the players was calculated closest coefficients. According to the ranking made the calculated closeness coefficients the game winning matrix is formed. The optimal results can be determined by the balance point of the matrix results. Thus shown can be applied together and Game Theory Fuzzy TOPSIS method for the selection of the most effective advertising tool, taking into consideration the interests of the target audience as well as their interests in the decision-making of advertisers. Taking into consideration the interests of the target audience as well as their interests in the decision-making of advertisers. Thus shown Game Theory and Fuzzy TOPSIS method can be applied together for the selection of the most effective advertising tool.