Journal
JOURNAL OF BUSINESS RESEARCH
Volume 60, Issue 4, Pages 365-370Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2006.10.023
Keywords
Internet banner advertisements; effectiveness; efficiency; data envelopment analysis
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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. (C) 2006 Elsevier Inc. All rights reserved.
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