An Evaluation of Advertising Media Spending Efficiency Using Data Envelopment Analysis

Topics:
Internet Advertising,
Outdoor Advertising,
Print Advertising
Tags:
Advertisement,
Analysis,
Media
Source:
University of Texas

FREE Registration is required

Overview: Despite prevalent doubts as to how efficient or optimal advertising may be, it is nonetheless difficult to measure such efficiency or the potential loss of sales caused by the inefficient use of advertising dollars. Consequently, it is vital to measure, maximize, and benchmark the efficiency of advertising media expenditures. This paper evaluates the advertising practices of top U.S. advertisers, using Data Envelopment Analysis. The goal is to identify best practices and to test the efficiency of the advertising in each of three media types: print, broadcast, and the Internet.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 202KB | Date: Dec 2005 | Pages: 19

People who downloaded this item also downloaded

White Paper How To Write A Strategic Plan: A Simple Outline
Tools & Templates Advertising Expenditures By Media
White Paper Cross Media, Print, And Internet Advertising
White Paper Outdoor Ads That Get Results
White Paper Selecting the Most Effective Advertising Media

Top results from Print Advertising

White Paper Citizants: Bringing IT In-House
White Paper Whitepaper: Fast, Reliable Data protection from Dell and CommVault
White Paper Smart Work for a smarter planet: Empower people and embrace change
Case Study The Sharper Image Case Study
Case Study Self Care.com Case Study

» View all Print Advertising listings

advertisement
advertisement
  • Click Here
  • Click Here
  • Click Here
advertisement

Returning users: Log In Here!

Already registered on BNET, TechRepublic, or ZDNet? Simply log in.

Free Membership: Sign Up Now!

Sign up for a free membership today and get instant and unlimited access to one of the largest databases of white papers, webcasts, and casestudies anywhere. Your FREE membership allows you to:

  • Download an unlimited amount of content, including classic and current white papers, case studies, webcasts and more
  • Track content on your chosen topics of interest
  • Receive targeted email alerts when your favorite content is added
  • Save content for future reading
  • Receive our member newsletter

When you register to access this directory, you become a member of BNET. In addition, you allow us to share your information with companies that produce products or services featured in the library--so that such companies may contact you with information and offers regarding their products and services. This enables us to keep the library a free service. As a directory registrant, you will receive a complimentary subscription to the BNET member newsletter, The BNET Report. You can unsubscribe from this newsletter at any time. By clicking the Sign up button, you indicate that you agree to our Terms and Conditions and have read and understand our Privacy Policy (updated).