Assessing advertising dfficiency: Does the Internet play a role?

Albena Pergelova, Diego Prior, Josep Rialp

Research output: Contribution to journalArticleResearchpeer-review

42 Citations (Scopus)

Abstract

This research focuses on a major concern for marketers addressing the claims of inefficiency of 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 find that online advertising improves the efficiency levels and that this effect is more pronounced in the long-term temporal framework. © 2010 American Academy of Advertising. All rights reserved.
Original languageEnglish
Pages (from-to)39-54
JournalJournal of Advertising
Volume39
DOIs
Publication statusPublished - 1 Sep 2010

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