Leading advertisers efficiency evaluated by data envelopment analysis

Andrea Ellero (), Stefania Funari and Elena Moretti ()
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Elena Moretti: Department of Applied Mathematics, University of Venice

No 167, Working Papers from Department of Applied Mathematics, Università Ca' Foscari Venezia

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.

JEL-codes: C61 M37 (search for similar items in EconPapers)
Pages: 15 pages
Date: 2008-10
New Economics Papers: this item is included in nep-eff
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