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.

Available for download on Sunday, November 24, 2019

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