期刊
JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE
卷 23, 期 1, 页码 23-40出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/21639159.2012.744507
关键词
advertising efficiency; media spending; sports advertising; gross profits; brand value; data envelopment analysis
类别
资金
- Hankuk University of Foreign Studies Research Fund
This study uses Data Envelopment Analysis (DEA) to analyze the advertising efficiency of 26 companies featured in Sports Business Journal's list of the top 50 sports advertisers from 2009. The input variables included sports media spending and non-sports media spending, as well as the total amount of money each company spent in each of the following media: magazines, national spot radio, network television, cable television, and spot television. The output variables were gross profits and brand value. The results showed that half of all the analyzed companies were operating inefficiently and needed to reduce advertising expenditures by an average of 20% while maintaining their current output levels in order to become efficient. The researchers also include a call for further research in this area.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据