Title: Identification and prioritisation of AIDA promotion model tools by use of fuzzy AHP approach

Authors: Hassan Farsijani; Yazdan Shirmohammadi; Seyed Hojjat Bazazzadeh; Roya Eghbal

Addresses: Department of Industrial Management and Accounting, Shahid Beheshti University, Tehran, Iran ' Department of Business Administration and MBA, Payame Noor University, P.O. Box 19395-3697, Tehran, Iran ' Department of Business Administration and MBA, Payame Noor University, P.O. Box 19395-3697, Tehran, Iran ' Department of Business Administration and MBA, Payame Noor University, P.O. Box 19395-3697, Tehran, Iran

Abstract: In the modern literature of management, the responsibility of a manager is decision making. Identifying the best promotional mix element seems a crucial decision because in addition to satisfying the needs of the market, it should pay attention to the organisational objectives and marketing. Although a substantial amount of budget is devoted to promotion in the organisations, little attention paid to the effectiveness of the promotional methods and the desired result may not be achieved. So, before spending vast sums of money, best promotional mix tools should be identified in every industry based on its characteristics. In this study, we aim at helping managers in the tile and ceramic industry to identify and prioritise their promotion tools to improve their sales. AIDA model was used in this study and due to each element of AIDA, the best promotional mix tools were prioritised by FAHP.

Keywords: promotional mix; tile and ceramic industry; AIDA; fuzzy AHP.

DOI: 10.1504/IJOR.2018.091203

International Journal of Operational Research, 2018 Vol.32 No.1, pp.92 - 113

Received: 18 Apr 2015
Accepted: 28 Jun 2015
Published online: 16 Apr 2018 *

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