Fuzzy logic analysis of effektiveness of the internet advertising formats in interactive television

Abstract

In a context of technological convergence, the users indistinctly can accede to audiovisual contents through the television and Internet. The object of present work is evaluating the effectiveness of the Internet advertising formats in Interactive Television. The new techniques derived from multivalent logic are an interesting alternative for decision making through order versus classical methods. Therefore, after the treatment of subjective expert input the results reveal that Internet advertising formats are not effectiveness in Interactive Television and it is necessary adapt them for improve the effectiveness of this formats to inform, persuade and remember. = Рассматривается актуальная маркетинговая проблема, связанная с оценкой эффективности интернет-рекламы в формате интерактивного телевидения. Предложен метод для принятия решений при размещении заказа, основанный на многозначной логике и позволяющий эффективно использовать субъективную экспертную информацию.