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| Author: | Luo, X. Donthu, N. |
| Title: | Benchmarking Advertising Efficiency |
| Journal: | Journal of Advertising Research
2001 : NOV-DEC, VOL. 41:6, p. 7-18 |
| Index terms: | ADVERTISING ADVERTISING RESEARCH BENCHMARKING |
| Language: | eng |
| Abstract: | The authors of this paper state that advertising accountability demands that advertising efficiency be measured, maximized, and benchmarked. In this paper the authors 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. The paper provides the substantial list of references on this subject. |
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