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 evaluate the efficiency of banner advertisements using click-through data and respondent recall and attitude data. (C) 2006 Elsevier Inc. All rights reserved.