Vol.6, No 1, 2008 pp. 91 - 100
UDC
658.8
MULTI-CRITERIA DECISION IN THE CHOICE OF ADVERTISING TOOLS
Slavica Prvulović1, Dragiša Tolmač2,
Živan Živković1, Ljiljana Radovanović2
1University of Belgrade, Engineering Faculty, Vojske Jugoslavije 12, 19210 Bor, Serbia
2University of Novi Sad, Engineering faculty ''Mihajlo Pupin'',Djure Djakovic bb,
23000 Zrenjanin, Serbia
E-mail: tolmac@beotel.yu
Abstract.
In this paper we present the basic theoretical settings of the PROMETHEE method, which has been successfully applied in the process of making decision in multi-criteria decision-making. The illustration of the practical application of this method to a hypothetical example of item-selection in the branding of a new product is done. Using the calculations obtained by the Decision Lab Program, the analysis of the achieved results is done and the decision about the most effective branding item is made.
Key Words:
Decision-making, Method Application, Multi-criteria Decision-
making.
VIŠEKRITERIJUMSKO ODLUČIVANJE PRI
IZBORU SREDSTVA REKLAMIRANJA
U radu su date osnovne teorijske postavke PROMETHEE metode, koja ima vrlo uspešnu primenu u procesu donošenja odluka kod višekriterijumskog odlučivanja. Izvršena je ilustracija praktične primene ove metode na hipotetičkom primeru izbora sredstva reklamiranja novog proizvoda. Proračun je izveden primenom Decision Lab programa na osnovu čega je izvršena analiza dobijenih rezultata i doneta odluka o najefikasnijem sredstvu reklamiranja.
Ključne reči:
donošenje odluke, primena metode, višekriterijumsko odlučivanje
