Synergies Among Advertising Channels: An Efficiency Analysis

Ekaterina Stolyarova; Josep Rialp

doi:10.1080/10496491.2014.885479

Synergies Among Advertising Channels: An Efficiency Analysis

Ekaterina Stolyarova, Josep Rialp

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Resum

The following article measures and compares efficiency of five advertising channels (TV, press, radio, online, and outdoor) with the help of DEA (Data Envelopment Analysis) methodology and looks for synergy effects among them. The synergy effect was indeed found in certain combinations of media while internet was found to be second least effective advertising channel, contrary to the expected. © 2014 © Taylor & Francis Group, LLC.

Idioma original	Anglès
Pàgines (de-a)	200-218
Revista	Journal of Promotion Management
Volum	20
Número	2
DOIs	https://doi.org/10.1080/10496491.2014.885479
Estat de la publicació	Publicada - 1 de gen. 2014

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10.1080/10496491.2014.885479

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https://www.scopus.com/pages/publications/84899700833

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title = "Synergies Among Advertising Channels: An Efficiency Analysis",

abstract = "The following article measures and compares efficiency of five advertising channels (TV, press, radio, online, and outdoor) with the help of DEA (Data Envelopment Analysis) methodology and looks for synergy effects among them. The synergy effect was indeed found in certain combinations of media while internet was found to be second least effective advertising channel, contrary to the expected. {\textcopyright} 2014 {\textcopyright} Taylor \& Francis Group, LLC.",

keywords = "advertising, DEA, efficiency, synergy",

author = "Ekaterina Stolyarova and Josep Rialp",

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T1 - Synergies Among Advertising Channels: An Efficiency Analysis

AU - Stolyarova, Ekaterina

AU - Rialp, Josep

PY - 2014/1/1

Y1 - 2014/1/1

N2 - The following article measures and compares efficiency of five advertising channels (TV, press, radio, online, and outdoor) with the help of DEA (Data Envelopment Analysis) methodology and looks for synergy effects among them. The synergy effect was indeed found in certain combinations of media while internet was found to be second least effective advertising channel, contrary to the expected. © 2014 © Taylor & Francis Group, LLC.

AB - The following article measures and compares efficiency of five advertising channels (TV, press, radio, online, and outdoor) with the help of DEA (Data Envelopment Analysis) methodology and looks for synergy effects among them. The synergy effect was indeed found in certain combinations of media while internet was found to be second least effective advertising channel, contrary to the expected. © 2014 © Taylor & Francis Group, LLC.

KW - advertising

KW - DEA

KW - efficiency

KW - synergy

UR - https://www.scopus.com/pages/publications/84899700833

U2 - 10.1080/10496491.2014.885479

DO - 10.1080/10496491.2014.885479

M3 - Article

SN - 1049-6491

VL - 20

SP - 200

EP - 218

JO - Journal of Promotion Management

JF - Journal of Promotion Management

IS - 2

ER -

Synergies Among Advertising Channels: An Efficiency Analysis

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