This paper is concerned with the degree of efficiency in brand advertising in the German car industry that can be observed and how such inefficiency can be explained. Brand advertising budgets from 35 car manufacturers in the German market from 1998-2001 form the basis for estimating brand...

This paper compares three different models of efficiency measurement on the basis of multiple inputs and outputs. Various data envelopment models are compared with principle component analysis and with a naïve model that derives a single efficiency score for every unit by averaging all possible...