Web Site Selection for Internet Advertising using the AHP and Fuzzy-Entrop

The application of the web has become one of the most important issues in marketing and advertising research. This paper presents an application of the AHP and fuzzy-entropy concepts used to select the best web site for online advertising. This method adopts a multi-criteria and multi-attributes that can be used for analysis and comparison of web sites for online advertising. In order to lessen the decision makers who have complex problems to determine a crisp values, we use the concept of fuzzy-entropy. The method is based on fuzzy-entropy concepts and pair-wise comparison between several factors that influence to select the best web site.