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Assessing Advertising Efficiency: Does the Internet Play a Role?

Author

Listed:
  • Albena Pergelova
  • Diego Prior
  • Josep Rialp

    (Business Economics Department, 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.

Suggested Citation

  • Albena Pergelova & Diego Prior & Josep Rialp, 2009. "Assessing Advertising Efficiency: Does the Internet Play a Role?," Working Papers 0906, Departament Empresa, Universitat Autònoma de Barcelona, revised Dec 2009.
    • Handle: RePEc:bbe:wpaper:0906
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    Keywords

    debt; manufacturing industries.;

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