A hybrid advertising media selection model using AHP and fuzzy-based GA decision making

Optimal Media Mix for IEC Campaigns Using Fuzzy Linguistic Genetic Algorithm: A Study of Swachh Bharat Abhiyan (Clean India Mission)

“…Linguistic variables are a set of variables whose values (also known as "Linguistic Labels") are in language forms rather than in numbers. Theoretically, linguistic sets are used to represent indefinite data (Javan et al, 2018). The number of elements has odd cardinal numbers with a value less than 13, with an approximately 0.5 value as the middle-term value, and the remaining values are set symmetrically around it.…”

“…Selection of the best individuals for reproduction (Sivanandam & Deepa, 2008) 2. "New Generation" of Offspring (Javan et al, 2018). 3.…”

“…"Best Fit" evaluation for each offspring. (Babu et al, 2014;Javan et al, 2018) 4. "Replacement" of worst individuals with the offspring with the best solution for optimization fulfillment.…”

“…The objective for selecting media planning is dependent on the allocation of the resources on multiple media vehicles such as TV, radio, magazines, and newspapers in order to maximize profits (Dalrymple & Parsons, 1986; Dyer et al, 1992). Traditionally, linear programming problems (LPP) were used in the identification and configuration of advertising-media mix (Javan, Khanlari, Motamedi, & Mokhtari, 2018; Muneeb, Adhami, Asim, & Jalil, 2018). Gradually, researchers have witnessed that single media selection has had its limitations viz., integer values of the media insertions and linear programming permits only fraction values only; non-linear value of the managerial and advertising issues; inability to incorporate complex real-world problems (Brown & Warshaw, 1965; Engel et al, 1975; Huang, Leng, & Liang, 2012; Lim & Li, 2017; Riordan & Morgan, 1979).…”

“…Gradually, researchers have witnessed that single media selection has had its limitations viz., integer values of the media insertions and linear programming permits only fraction values only; non-linear value of the managerial and advertising issues; inability to incorporate complex real-world problems (Brown & Warshaw, 1965; Engel et al, 1975; Huang, Leng, & Liang, 2012; Lim & Li, 2017; Riordan & Morgan, 1979). Goal programming was used for media selection for overcoming the problems with single objective selection (Huang et al, 2012; Javan et al, 2018; Kumar, Jacob, & Sriskandarajah, 2006; Muneeb, Adhami, Asim, & Jalil, 2018; Viscolani & Zaccour, 2009), applied a non-linear programming method for advertising problem solution with a hypothesis that every market segment and media cost function to be considered as linear and quadratic, respectively. The non-linear programming problem was analyzed by selecting the level of a set of advertising media for maximizing profits (Chen, 2013; Jha, Aggarwal, & Gupta, 2011), proposed a model to optimally design firm’s advertising budget among multiple products and media in a segmented market for multi-objective media selection.…”