Abstract
The efficiency of advertising is an age-old question in marketing. Do marketers spend too much on advertising, or too little? Is it really true, as John Wanamaker put it more than eighty years ago, that half of advertising spending is wasted, but we don’t know which half? How do we know without actually measuring the efficiency of advertising? Data envelopment analysis offers a new chance to answer these questions.
DOI: https://doi.org/10.2478/gfkmir-2014-0083 | Journal eISSN: 2628-166X
Language: English
Page range: 36 - 45
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Related subjects:
© 2014 Joachim Büschken, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.