Measuring advertising spending inefficiency: A comparison of data envelopment analysis and stochastic frontier

被引：0
|
作者：
Luo, XM [1 ]
机构：
[1] SUNY Coll Fredonia, Dept Business Adm, Fredonia, NY 14063 USA
来源：
2001 AMA WINTER EDUCATORS' CONFERENCE - MARKETING THEORY AND APPLICATIONS | 2001年 / 12卷
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
It is important to find ways to measure and increase advertising efficiency. Measuring advertising efficiency can help management to make advertising budgeting and allocating strategies. In addition, minimizing advertising spending inefficiency can be used to determine optimum media spending level, while achieving marketers' goals such as sales volume and operating income.
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页码：4 / 5
页数：2
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