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The Online Advertising Types of Choices Based on DEA Method

In: New State of MCDM in the 21st Century

Author

Listed:
  • Xianglan Jiang

    (University of Electronic Science and Technology of China)

  • Yingjin Lu

    (University of Electronic Science and Technology of China)

  • Wen-bo Yang

    (University of Electronic Science and Technology of China)

Abstract

The evaluation criteria of online advertising types of choices are discussed under the background of China’s current online advertising market continues to expand. With the development of Chinese economy and the Internet, more and more companies choose to advertise on the Internet. Because there are many online advertising types on the Internet and each of them has different function, some can make good profit and some not. Therefore, It’s important for distributors and advertising agencies to make good choices by evaluating the efficiency of the online advertisement. In order to solve such problem, this paper establishes DEA model to evaluate the online advertising types of choices.

Suggested Citation

  • Xianglan Jiang & Yingjin Lu & Wen-bo Yang, 2011. "The Online Advertising Types of Choices Based on DEA Method," Lecture Notes in Economics and Mathematical Systems, in: Yong Shi & Shouyang Wang & Gang Kou & Jyrki Wallenius (ed.), New State of MCDM in the 21st Century, chapter 0, pages 157-165, Springer.
    • Handle: RePEc:spr:lnechp:978-3-642-19695-9_13
    DOI: 10.1007/978-3-642-19695-9_13
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