Benchmarking Advertising Efficiency

Journal of Advertising Research, November/December (2001), 41(6), 7-18

Posted: 21 Dec 2016

See all articles by Xueming Luo

Xueming Luo

Temple University

Naveen Donthu

Georgia State University - J. Mack Robinson College of Business

Date Written: 2001

Abstract

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.

Suggested Citation

Luo, Xueming and Donthu, Naveen, Benchmarking Advertising Efficiency (2001). Journal of Advertising Research, November/December (2001), 41(6), 7-18. Available at SSRN: https://ssrn.com/abstract=2888503

Xueming Luo (Contact Author)

Temple University ( email )

1810 N. 13th Street
Floor 2
Philadelphia, PA 19128
United States

HOME PAGE: http://www.fox.temple.edu/mcm_people/xueming-luo/

Naveen Donthu

Georgia State University - J. Mack Robinson College of Business ( email )

P.O. Box 4050
Atlanta, GA 30303-3083
United States

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