PT  - JOURNAL ARTICLE
AU  - Xueming Luo
AU  - Naveen Donthu
TI  - Benchmarking Advertising Efficiency
AID  - 10.2501/JAR-41-6-7-18
DP  - 2001 Nov 01
TA  - Journal of Advertising Research
PG  - 7--18
VI  - 41
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/41/6/7.short
4100  - http://www.journalofadvertisingresearch.com/content/41/6/7.full
SO  - J Advert Res2001 Nov 01; 41
AB  - 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.