OYUN TEORİSİ YAKLAŞIMI İLE REKLAM ARACI SEÇİM SÜRECİNİN EKONOMİYE ETKİLERİ: BULANIK TOPSIS YÖNTEMİYLE VAKIF ÜNİVERSİTELERİNİN EĞİTİM SEKTÖRÜ ÜZERİNE BİR UYGULAMA

Abstract

Advertisers are experiencing uncertainty when deciding on the most effective advertising tool on the target audience. The aim of the thesis, as a result of meetings with experts in the education sector in the area of decision-making due to uncertainties in the process is the most efficient among the alternative Fuzzy TOPSIS and Game Theory for advertising tool selection methods have brought a different approach by using together. Working on Multiple Criteria Decision Making and made the application on two-player game system. Thus, taking into consideration the interests of the target audience as well as their interests in the decisionmaking of the ad can be shown that co-administration of both methods for the selection of the most effective advertising tool.