RT Journal Article
SR Electronic
T1 Benchmarking Advertising Efficiency
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 18
DO 10.2501/JAR-41-6-7-18
VO 41
IS 6
A1 Xueming Luo
A1 Naveen Donthu
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/6/7.abstract
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.