Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal

摘要

Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection considers the brand communication effect simultaneously from involvement, advertising attitude, purchase intention and attractiveness of advertisement content. Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal. The result indicates that the advertising through portal site has optimal brand communication effect on age between 20 to 29 years. The results can help business to make efficient decision. Managerial issues and future work of this paper are discussed.