Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers
Redalyc (Universidad Autónoma del Estado de México)Published 1 January 2008
Albena Pergelova, Diego Prior, Josep Rialp Criado
Citations4
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
"The aim of this study is to examine the role of Internet advertising spending in achieving advertising efficiency. The application of a Data Envelopment Analysis model to a sample from the Spanish automobile industry revealed that online advertising positively affects the overall efficiency levels. Stochastic frontier analysis using three-year panel data corroborates this finding, revealing significant positive relationships between online advertising and sales."
Keywords
Social SciencesEconomics, Econometrics and FinanceBusiness, Management and Accounting
European Journal of Operational ResearchMeasuring the efficiency of decision making units
28,688 Citations1978A. Charnes, W. W. Cooper +1 more
A nonlinear (nonconvex) programming model provides a new definition of efficiency for use in evaluating activities of not-for-profit entities participating in public programs and methods for objectively determining weights by reference to the observational data for the multiple outputs and multiple inputs that characterize such programs.
Journal of EconometricsFormulation and estimation of stochastic frontier production function models
10,109 Citations1977Dennis J. Aigner, C. A. Knox Lovell +1 more
Cambridge University Press eBooksStochastic Frontier Analysis
4,061 Citations2000Subal C. Kumbhakar, C. A. Knox Lovell
Journal of MarketingReturn on Marketing: Using Customer Equity to Focus Marketing Strategy
2,144 Citations2003Roland T. Rust, Katherine N. Lemon +1 more
Marketing ScienceA Logit Model of Brand Choice Calibrated on Scanner Data
1,855 Citations1983Peter M. Guadagni, John D. C. Little
Marketing ScienceThe Measurement and Determinants of Brand Equity: A Financial Approach
1,509 Citations1993Carol Simon, Mary W. Sullivan
Journal of AdvertisingBrand Equity, Brand Preference, and Purchase Intent
1,324 Citations1995Cathy J. Cobb‐Walgren, Cynthia A. Ruble +1 more
Journal of MarketingMeasuring Marketing Productivity: Current Knowledge and Future Directions
1,107 Citations2004Roland T. Rust, Tim Ambler +3 more
Journal of the Academy of Marketing ScienceThe Antecedents and Consequences of Customer-Centric Marketing
867 Citations2000Jagdish N. Sheth, Rajendra Sisodia +1 more
Journal of MarketingMarketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework
811 Citations1987Orville C. Walker, Robert W. Ruekert
Journal of AdvertisingImpact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence
751 Citations2002Hairong Li, Terry Daugherty +1 more
Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D advertising is capable of enhancing presence and, to varying degrees, ultimately influencing the product knowledge, brand attitude, and purchase intention of consumers.
Journal of Marketing ResearchThe Effects of Brand Extensions on Market Share and Advertising Efficiency
685 Citations1992Daniel C. Smith, C. Whan Park
Journal of Marketing ResearchHow Advertising Affects Sales: Meta-Analysis of Econometric Results
525 Citations1984Gert Assmus, John U. Farley +1 more
European Journal of Operational ResearchNon-parametric efficiency, progress and regress measures for panel data: Methodological aspects
518 Citations1995Henry Tulkens, Philippe Vanden Eeckaut
This purely methodological paper shows how each observation in a panel can be characterized in efficiency terms vis-a-vis three different kinds of frontiers: (i) "contemporaneous", (ii) "sequential", and (iii) "intertemporal".
Marketing ScienceThe Persistence of Marketing Effects on Sales
463 Citations1995Marnik G. Dekimpe, Dominique M. Hanssens
Journal of Interactive AdvertisingThe Interactive Advertising Model
459 Citations2000Shelly Rodgers, Esther Thorson
An integrative processing model of Internet advertising is provided, which incorporates the functional and structural schools of thought and offers a broad scheme in which to classify most Internet ads, as well as a number of common features unique to these ads.
Journal of the Academy of Marketing ScienceFrom Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media
433 Citations2002David W. Stewart, Paul A. Pavlou
Marketing ScienceManaging Advertising and Promotion for Long-Run Profitability
409 Citations1999Kamel Jedidi, Carl F. Mela +1 more
Journal of Interactive AdvertisingMeasuring the Effects and Effectiveness of Interactive Advertising
335 Citations2000Paul A. Pavlou, David W. Stewart
Journal of AdvertisingThe Influence of Home Page Complexity on Consumer Attention, Attitudes, and Purchase Intent
236 Citations2006Gary L. Geissler, George M. Zinkhan +1 more
Journal of Business ResearchWeb-based marketing
226 Citations2002Arun Sharma, Jagdish N. Sheth
It is proposed that the web is fundamentally changing, and will continue to change, marketing thought and practice, and the web-based markets of tomorrow may have little resemblance to the markets of today.
Journal of AdvertisingManaging the Power of Curiosity for Effective Web Advertising Strategies
209 Citations2002Satya Menon, Dilip Soman
It is found that a curiosity-generating advertising strategy increases interest and learning relative to a strategy that provides detailed product information and seems to improve the quality of search substantially, resulting in better and more focused memory and comprehension of new product information.
Journal of Advertising ResearchBrand Advertising As Creative Publicity
154 Citations2002A. S. C. Ehrenberg, Neil Barnard +2 more
Journal of AdvertisingAnd Now, A Word from Our Sponsor--A Look at the Effects of Sponsored Content and Banner Advertising
150 Citations2003Karen L. Becker-Olsen
Sponsored content can be an effective advertising tool to engender positive response toward an advertiser and increase feelings of customer responsiveness, product quality, category leadership, and even purchase intention.
Journal of Advertising ResearchIs the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media <sup>1</sup>
138 Citations2001Sung‐Joon Yoon, Jooho Kim
Journal of Advertising ResearchGenerating Website Traffic
135 Citations2002Johanna S. Ilfeld, Russell S. Winer
This paper attempts to empirically determine the factors that drive traffic and brand equity in the internet space, using the technology-based internet as a primary marketplace.
Journal of Advertising ResearchTen Years of Learning on How Online Advertising Builds Brands
127 Citations2005Nigel Hollis
Journal of Business ResearchAssessing advertising media spending inefficiencies in generating sales
105 Citations2003Xueming Luo, Naveen Donthu
Journal of Advertising ResearchBenchmarking Advertising Efficiency
102 Citations2001Xueming Luo, Naveen Donthu
Journal of MarketingThe Marketing Budgeting Process: Marketing Management Implications
100 Citations1987Nigel F. Piercy
International Journal of Electronic CommerceInvestigating the Impact of Web Site Value and Advertising on Firm Performance in Electronic Commerce
85 Citations2002Khawaja A. Saeed, Yujong Hwang +1 more
This paper empirically examines how customer value created through Web site interface and advertising affects firm performance in an electronic commerce context and demonstrates that advertising spending alone has only a negligible impact on firm performance.
International Journal of Industrial OrganizationAdvertising efficiency and the choice of media mix: a case of beer
65 Citations2003Rolf Färe, Shawna Grosskopf +2 more
Journal of Interactive AdvertisingGlobal Interactive Advertising
47 Citations2001Marilyn S. Roberts, Hanjun Ko
Journal of Advertising ResearchA Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions
43 Citations2005Demetrios Vakratsas, Zhenfeng Ma
Journal of Advertising ResearchEstimating Advertising Effects on Sales in a Competitive Setting
35 Citations2003Boonghee Yoo, Rujirutana Mandhachitara