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Assesing Advertising Efficiency: Does the Internet Play a Role?

Author

Listed:
  • 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)

Abstract

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.

Suggested Citation

  • Albena Pergelova & Diego Prior & Josep.Rialp, 2009. "Assesing Advertising Efficiency: Does the Internet Play a Role?," Working Papers 200906, Departament Empresa, Universitat Autònoma de Barcelona.
    • Handle: RePEc:bbe:wpaper:200906
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    File URL: http://webs2002.uab.es/dep-economia-empresa/documents/09-6.pdf
    File Function: First version, 2009
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