aMA of Industrial Management, Department of Management, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran
bAssistant professor, Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
cAssistant Professor, Department of management, Shomal University, Amol, Mazandaran, Iran
*Corresponding author
Online published on 6 August, 2014.
In this research, we attempt to find and analyze the important factors of advertising media which influence insurance industry. Fuzzy method or Mathematical Systems for Decision Making (MCDM) was used for the identification of the factors. To fulfill this purpose, after the identification of 30 influential factors of advertising media, they were reported to 30 industry experts and university professors who gave their opinions on the factors. After screening the first questionnaire, the second questionnaire consisting of 20 questions were distributed among the research population sample. Cluster sampling was used for our limited sample population. The main instrument for data collection was questionnaire. The reliability of the instrument was found to be 0.87, and its face validity was also taken into account. To rate the alternatives, expert panel and five-point Likert scale were used. There were 20 decision making factors and eight decision factors. After obtaining the weighted unscaled matrix, the unscaled matrix (N) was changed to the weighted unscaled matrix (v). In order to attain the weighted unscaled matric, we need to have the weight of each factor. The weight of each factor was estimated using fuzzy analytic hierarchy process (FAHP). In the next step, positive and negative ideal was estimated, and the total variance of the alternatives was found from the positive and negative ideals. The final step in this process was to estimate the ideal solution. In this step, the relative distance of each solution from the ideal solution was estimated. To estimate the ideal solution, the relative distance of each solution from the ideal solution was estimated. It can be formulated that the closer CL is to 1, the more ideal the solution will be. The output of TOPSIS estimation shows the each of the eight factors of positive and negative ideals. Finally, it can be stated that in the implementation of FAHP, the factors weight and experts’ views are important in choosing the strategies. To prioritize the extracted strategies (alternatives), TOPSIS method was used. The results of the research showed that from the major factors affecting advertising strategies in insurance industry, internet, interior brochure and newsletter take the top priority respectively.
Advertising, Advertising Media, Insurance, Marketing, Fuzzy Methods
