Breadcrumb

 
 

Benchmarking of Advertising Efficiency in U.S. Car Market Using Data Envelopment Analysis

Title:

Benchmarking of Advertising Efficiency in U.S. Car Market Using Data Envelopment Analysis

Vaseghi, Payam (2012) Benchmarking of Advertising Efficiency in U.S. Car Market Using Data Envelopment Analysis. Masters thesis, Concordia University.

[img]PDF - Accepted Version
Available under License Spectrum Terms of Access.

2185Kb

Abstract

Measuring advertising efficiency is an important and challenging issue in marketing. It is important since advertising spending consumes the biggest part of a marketing budget. Yet many firms have difficulty to determine the optimal level of advertising budget and to allocate this budget across different media. And it is challenging since finding a methodology that can incorporate multiple effects of advertising (cognitive, affective and behavioral), measure efficiency in a competitive setting, and provide guidelines for advertising improvement is difficult. This thesis explores the usability of an alternative method, data envelopment analysis, in measuring advertising efficiency. The focus of this research, which comprises of two studies, is to benchmark advertising efficiency of major car-models in U.S. car market with application of DEA. The objective of first study is to measure the level of over-advertising at macro level, in the whole industry, and also to determine the level of advertising inefficiency in each major media. The objective of second study is to measure advertising inefficiency of each car-model in creating different levels of advertising effects, and also to investigate the influence of strategy on advertising effects and efficiency.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Vaseghi, Payam
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:21 August 2012
Thesis Supervisor(s):Jooseop, Lim
ID Code:974644
Deposited By:PAYAM VASEGHI
Deposited On:30 Oct 2012 14:13
Last Modified:15 Nov 2012 16:20
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Document Downloads

More statistics for this item...

Concordia University - Footer