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Leading advertisers efficiency evaluated by data envelopment analysis

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  • Andrea Ellero

    ()
    (Department of Applied Mathematics, University of Venice)

  • Stefania Funari

    ()
    (Department of Applied Mathematics, University of Venice)

  • Elena Moretti

    ()
    (Department of Applied Mathematics, University of Venice)

Abstract

In this paper we analyze the problem of measuring the advertising efficiency of the Leading US Advertisers during the period 2001-2006. We use the DEA (Data Envelopment Analysis) approach that enables to evaluate the relative efficiency in case of multiple inputs and outputs. In particular, the classical CCR-DEA model is first implemented in each year considered; a windows analysis approach is then used in order to better capture the dynamics of efficiency. Finally, the effect on efficiency of advertising spending over time, is captured by Adstock as an additional variable of the DEA model. The dynamics of Adstock is described by a finite difference equation.

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Bibliographic Info

Paper provided by Department of Applied Mathematics, Università Ca' Foscari Venezia in its series Working Papers with number 167.

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Length: 15 pages
Date of creation: Oct 2008
Date of revision:
Handle: RePEc:vnm:wpaper:167

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  1. Charnes, A. & Cooper, W. W. & Rhodes, E., 1978. "Measuring the efficiency of decision making units," European Journal of Operational Research, Elsevier, Elsevier, vol. 2(6), pages 429-444, November.
  2. Cook, Wade D. & Seiford, Larry M., 2009. "Data envelopment analysis (DEA) - Thirty years on," European Journal of Operational Research, Elsevier, Elsevier, vol. 192(1), pages 1-17, January.
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