Evaluating the efficiency of Internet banner advertisements

In this paper the authors present an approach for measuring the efficiency of banner advertisements. Their approach, using data envelopment analysis (DEA), accommodates multiple inputs and multiple outputs and estimates a relative measure of efficiency. In an illustrative example, the authors evalua...

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Bibliographic Details
Published in:Journal of business research 2007-04, Vol.60 (4), p.365-370
Main Authors: Lohtia, Ritu, Donthu, Naveen, Yaveroglu, Idil
Format: Article
Language:English
Subjects:
Advertising
Data analysis
Data envelopment analysis
Effectiveness
Efficiency
Estimating techniques
Evaluation
Internet
Internet banner advertisements
Measurement
Online advertising
Studies
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Summary:In this paper the authors present an approach for measuring the efficiency of banner advertisements. Their approach, using data envelopment analysis (DEA), accommodates multiple inputs and multiple outputs and estimates a relative measure of efficiency. In an illustrative example, the authors evaluate the efficiency of banner advertisements using click-through data and respondent recall and attitude data.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2006.10.023