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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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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description 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.
doi_str_mv 10.1016/j.jbusres.2006.10.023
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source International Bibliography of the Social Sciences (IBSS); ScienceDirect Freedom Collection 2022-2024
subjects Advertising
Data analysis
Data envelopment analysis
Effectiveness
Efficiency
Estimating techniques
Evaluation
Internet
Internet banner advertisements
Measurement
Online advertising
Studies
title Evaluating the efficiency of Internet banner advertisements
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