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| Author: | Hsu, P-F. Su, Y-H. |
| Title: | Applying the GRA and entropy to select the most appropriate advertising spokesman |
| Journal: | Journal of international marketing and marketing research
2008 : FEB, VOL. 33:1, p. 19-29 |
| Index terms: | drinks industry Asia Taiwan models advertising |
| Freeterms: | spokesmen entropy methodology |
| Language: | eng |
| Abstract: | The influence of advertisements is gradually increasing, making the selection of appropriate advertising spokesman a crucial task. The proposed model applies the Entropy method to define the objective weight values. Grey Relational Analysis (GRA) is performed to rank the alternatives to select the best spokesman. To demonstrate the application of the model, an example of a famous Taiwanese drink manufacturer is used. Combining Entropy and GRA, the proposed model enables effective business decision making. |
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