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

Research output: Contribution to journal › Article › Research › peer-review

7 Citations (Scopus)

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. © 2014 © Taylor & Francis Group, LLC.

Original language	English
Pages (from-to)	200-218
Journal	Journal of Promotion Management
Volume	20
Issue number	2
DOIs	https://doi.org/10.1080/10496491.2014.885479
Publication status	Published - 1 Jan 2014

Keywords

advertising
DEA
efficiency
synergy

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10.1080/10496491.2014.885479

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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.",

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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.

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KW - DEA

KW - efficiency

KW - synergy

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DO - 10.1080/10496491.2014.885479

M3 - Article

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JO - Journal of Promotion Management

JF - Journal of Promotion Management

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ER -

Synergies Among Advertising Channels: An Efficiency Analysis

Abstract

Keywords

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