Presenting a mathematical model to evaluate the effectiveness of advertising media using imprecise and flexible variables

Ahmadi, Mehdi

doi:10.22034/jmor.2025.2058574.1018

Presenting a mathematical model to evaluate the effectiveness of advertising media using imprecise and flexible variables

Document Type : Original Article

Author

Mehdi Ahmadi

Nezaja Studies and Research Center

10.22034/jmor.2025.2058574.1018

Abstract

The choice of advertising media due to the multiplicity of available options, the complexity of the advertising phenomenon and its economic importance is a challenging issue that due to its multiple nature, in this study, data envelopment analysis method is used to evaluate the performance of advertising media is. In data envelopment analysis, it is assumed that the inputs are opposite the outputs. In some situations, certain performance measures can have both input and output roles. These types of performance measures are called flexible measures. On the other hand, in traditional data envelopment analysis models, the amount of all input and output data must be known, which is not always true in the real world. Therefore, in this research, an attempt is made to provide a model that, in addition to assuming the existence of inaccurate data, also considers flexible inputs and outputs. Therefore, the present study is an applied case study in the field case. Also, at the end of the research, the proposed mathematical model is described with the help of real data in the form of a case study.

Keywords

performance evaluation

advertising media

data overlay analysis

inaccurate data

flexible variables