Date of Award
6-2018
Document Type
Union College Only
Degree Name
Bachelor of Arts
Department
Economics
First Advisor
Suthathip Yaisawarng
Language
English
Keywords
DEA Advertisement Efficiency Strategy Media Digital Internet Television Customer
Abstract
The advertisement is an essential activity for enterprises to promote products and raise sales. Given the development of internet advertisement technology, the digital advertisement seems to become a prominent way of advertising. However, the private companies make use of various advertising channels to reach out to their potential customers because their products, target customers, and objectives of advertisement activity are different. Therefore, this thesis investigates the efficiency in the use of advertisement and discusses the importance of advertising strategy. Using Data Envelopment Analysis (DEA), this thesis calculates the efficiency of the use of advertising budgets in driving sales and brand value of companies. The result of DEA suggests that the efficient allocation of advertising budget to each media is different by companies since each company has different products, target customers, and objective of advertisement. Also, each media offers different advantages to marketers of firm. By strategically customizing advertising media mix, marketers can increase the advertisement efficiency.
Recommended Citation
Asano, Chonosuke, "Evaluating Advertisement Efficiency for Making the Best Advertising Strategy" (2018). Honors Theses. 1644.
https://digitalworks.union.edu/theses/1644