Synergies Among Advertising Channels: An Efficiency Analysis

Ekaterina Stolyarova, Josep Rialp

Research output: Contribution to journalArticleResearchpeer-review

6 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 languageEnglish
Pages (from-to)200-218
JournalJournal of Promotion Management
Volume20
Issue number2
DOIs
Publication statusPublished - 1 Jan 2014

Keywords

  • advertising
  • DEA
  • efficiency
  • synergy

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