Benchmarking advertising efficiency

被引：56
作者：
Luo, XM [1 ]
Donthu, N
机构：
[1] SUNY Coll Fredonia, Fredonia, NY 14063 USA
[2] Louisiana Tech Univ, Ruston, LA 71270 USA
[3] Georgia State Univ, Dept Mkt, Atlanta, GA 30303 USA
来源：
JOURNAL OF ADVERTISING RESEARCH | 2001年 / 41卷 / 06期
关键词：
D O I：
10.2501/JAR-41-6-7-18
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Advertising accountability demands that advertising efficiency be measured, maximized, and benchmarked. In this paper we demonstrate the application of Data Envelopment Analysis to benchmark advertising efficiency. Data Envelopment Analysis can be used to estimate the relative efficiency of advertising campaigns characterized by multiple inputs and multiple outputs.
引用
收藏
页码：7 / 18
页数：12
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