Synergies Among Advertising Channels: An Efficiency Analysis |
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| Authors: | Ekaterina Stolyarova Josep Rialp |
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| Institution: | Universidad Autonoma de Barcelona, Barcelona, Spain |
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| Abstract: | The following article measures and compares efficiency of five advertising channels (TV, press, radio, online, and outdoor) with the help of DEA (Data Envelopment Analysis) methodology and looks for synergy effects among them. The synergy effect was indeed found in certain combinations of media while internet was found to be second least effective advertising channel, contrary to the expected. |
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| Keywords: | synergy advertising efficiency DEA |
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