Optimal Media Mix for IEC Campaigns Using Fuzzy Linguistic Genetic Algorithm: A Study of Swachh Bharat Abhiyan (Clean India Mission)

Sharma, M; Joshi, S

Optimal Media Mix for IEC Campaigns Using Fuzzy Linguistic Genetic Algorithm: A Study of Swachh Bharat Abhiyan (Clean India Mission)

Sharma, M Joshi, S

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Publisher:: SAGE Publications
Publication Type:: Journal Article
Citation:: Journal of Operations and Strategic Planning, 2019, 2, (1), pp. 1-21
Issue Date:: 2019-06-01

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Field	Value	Language
dc.contributor.author	Sharma, M
dc.contributor.author	Joshi, S https://orcid.org/0000-0003-4748-5001
dc.date.accessioned	2022-09-26T13:15:31Z
dc.date.available	2022-09-26T13:15:31Z
dc.date.issued	2019-06-01
dc.identifier.citation	Journal of Operations and Strategic Planning, 2019, 2, (1), pp. 1-21
dc.identifier.issn	2516-600X
dc.identifier.issn	2516-6018
dc.identifier.uri	http://hdl.handle.net/10453/162100
dc.description.abstract	<jats:p> Under ‘Swachh Bharat Abhiyan’ numerous IEC campaigns have launched with multiple media vehicles to achieve an aim of maximizing the awareness level and triggering the mass to adapt behavioral change. Media optimization is a challenging process due to budgetary constraints and multiple media vehicles, but it leads to radical shift in the expenditures as well as in the outcomes. This research study follows two-phase procedure to identify the optimal media mix for IEC Campaigns under ‘Swachh Bharat by applying AHP (Analytical hierarchical process) followed by Fuzzy linguistic genetic algorithms to identify the top 5 media vehicle for IEC campaigns further followed by Fuzzy linguistic genetic algorithms in second phase find the best fit of media insertions with least cost. Both the methods are used in order to find a best fit of cost effective media for promoting the National cleanliness drive ‘Swachh Bharat Abhiyan’. This study is helpful for the stakeholders and decision-makers to plan the IEC campaigns effectively and efficiently. </jats:p>
dc.language	en
dc.publisher	SAGE Publications
dc.relation.ispartof	Journal of Operations and Strategic Planning
dc.relation.isbasedon	10.1177/2516600x19857357
dc.rights	info:eu-repo/semantics/closedAccess
dc.title	Optimal Media Mix for IEC Campaigns Using Fuzzy Linguistic Genetic Algorithm: A Study of Swachh Bharat Abhiyan (Clean India Mission)
dc.type	Journal Article
utslib.citation.volume	2
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Computer Science
utslib.copyright.status	closed_access	*
dc.date.updated	2022-09-26T13:15:25Z
pubs.issue	1
pubs.publication-status	Published
pubs.volume	2
utslib.citation.issue	1

Abstract:

Under ‘Swachh Bharat Abhiyan’ numerous IEC campaigns have launched with multiple media vehicles to achieve an aim of maximizing the awareness level and triggering the mass to adapt behavioral change. Media optimization is a challenging process due to budgetary constraints and multiple media vehicles, but it leads to radical shift in the expenditures as well as in the outcomes. This research study follows two-phase procedure to identify the optimal media mix for IEC Campaigns under ‘Swachh Bharat by applying AHP (Analytical hierarchical process) followed by Fuzzy linguistic genetic algorithms to identify the top 5 media vehicle for IEC campaigns further followed by Fuzzy linguistic genetic algorithms in second phase find the best fit of media insertions with least cost. Both the methods are used in order to find a best fit of cost effective media for promoting the National cleanliness drive ‘Swachh Bharat Abhiyan’. This study is helpful for the stakeholders and decision-makers to plan the IEC campaigns effectively and efficiently.

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http://hdl.handle.net/10453/162100