Assessing Advertising Efficiency: Does the Internet Play a Role?

Albena Pergelova (), Diego Prior and Josep Rialp ()
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Josep Rialp: Business Economics Department, Universitat Autònoma de Barcelona

No 906, Working Papers from Departament Empresa, Universitat Autònoma de Barcelona

Abstract: This research focuses on a major concern for market ers 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 a nd this effect is more pronounced in the long-term temporal framework.

Keywords: debt; manufacturing industries. (search for similar items in EconPapers)
Pages: 43 pages
Date: 2009-12, Revised 2009-12
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Published in Working Papers at the Department of Business, December pages 1-43

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Persistent link: https://EconPapers.repec.org/RePEc:bbe:wpaper:0906

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