The Optimization of Web Media Mix：The Hybrid Approach of MAUT and GA

• Main Authors: Ya Fang Ting, 丁雅芳
• Other Authors: Chao-Chang Chiu
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/44829566145731628721

碩士 === 元智大學 === 資訊研究所 === 87 === As internet applications popularity and web users increase drastically. Internet has gradually become an effective channel for advertisement, marketing, profit shares and information services as well as new media for engaging business. Because there are variety of web sites that provide different types of service, conventional styles of advertising contents in a single web-site have been no longer effective in budgetary and timing concerns. Just like the way of portfolio analysis in traditional media plan, web advertisement can also be done in a similar approach to appropriately allocate the budget in order to achieve optimum advertising effectiveness. This research adopts MAU and GA techniques to construct a decision model to support web advertisement portfolio decision. With the aid of MAU, the subjective preference can be more systematically and consistently integrated with objective measurement data. Further, based on the derived integrated information strength of searching capability, the optimum advertisement plan can be effectively determined by exploiting the GAs.