A new fuzzy synthetic decision model to assist advertisers select magazine media

It is a multicriteria decision making for the advertisers to select media. However, the decision environments are often vague and fuzzy. The purpose of this study is to establish a media selection process and a media evaluation model. We use the concept of comparing the ideal value of each criterion with its actual value to make a synthetic evaluation of magazines, and use the fuzzy Delphi method to aggregate experts´ opinions to develop a new fuzzy synthetic decision approach. Finally, we use a motorcycle corporation selecting the magazine to advertise a 50-cc motorcycle as the case study to demonstrate our model evaluation process. In the case study we find the best alternative ranking will reverse.