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Assesing Advertising Efficiency: Does the Internet Play a Role?

  • Albena Pergelova


    (Departament d'Economia de l'Empresa, Universitat Autònoma de Barcelona)

  • Diego Prior


    (Departament d'Economia de l'Empresa, Universitat Autònoma de Barcelona)

  • Josep.Rialp


    (Departament d'Economia de l'Empresa, Universitat Autònoma de Barcelona)

This research focuses on a major concern for marketers addressing the claims of inefficiency of the 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 we find that online advertising improves the efficiency levels and this effect is more pronounced in the long-term temporal framework.

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Paper provided by Department of Business Economics, Universitat Autonoma de Barcelona in its series Working Paper with number 200906.

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Date of creation: Dec 2009
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Handle: RePEc:bbe:wpaper:200906
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