Benchmarking Advertising Efficiency
Journal of Advertising Research, November/December (2001), 41(6), 7-18
Posted: 21 Dec 2016
Date Written: 2001
Advertising accountabiilty 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 muitiple inputs and muitipie outputs.
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