Assesing Advertising Efficiency: Does the Internet Play a Role?
This research focuses on a major concern for marketers addressing the claims of inefficiency of the spending on advertising. We examine whether the Internet can help increase overall advertising efficiency. Using a sample from the Spanish automobile industry, we combine a nonparametric method - Data Envelopment Analysis - with recent important insights from statistics and econometrics studies, and we find that online advertising improves the efficiency levels and this effect is more pronounced in the long-term temporal framework.
Year of publication: |
2009-12
|
---|---|
Authors: | Pergelova, Albena ; Prior, Diego ; Josep.Rialp |
Institutions: | Departament d'Empresa, Facultat d'Economia i Empresa |
Saved in:
freely available
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