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<p> 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. </p>
</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.

How Data Envelopment Analysis Reveals Brand Advertising Efficiency

Catholic University of Eichstätt-Ingolstadt, Germany,

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"How Data Envelopment Analysis Reveals Brand Advertising Efficiency"}

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...

How Data Envelopment Analysis Reveals Brand Advertising Efficiency

Published Online: Jul 19, 2014

Page range: 36 - 45

DOI: https://doi.org/10.2478/gfkmir-2014-0083

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.