Use this identifier to quote or link this document: http://hdl.handle.net/2072/43834

Assesing advertising efficiency: does the internet play a role?
Pergelova, Albena; Prior Jiménez, Diego; Rialp Criado, Josep
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.
2009-12
Publicitat -- Internet
Anàlisi envolvent de dades
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Working Paper
1988-7736
Universitat Autònoma de Barcelona. Departament d'Economia de l'Empresa
Document de treball (Universitat Autònoma de Barcelona. Departament d'Economia de l'Empresa);09/6
         

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