Using dea to select the best advertising investment plan

Feng Yang, Qianqian Yuan, Zhimin Huang, Liang Liang

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Citations (Scopus)

Abstract

The current chapter is a tentative step toward investigating the allocation of advertising budget between the internet platform and the entity platform according to the long-term and short-term achievement of advertising investment. We provide a decision-making framework on how to allocate the advertising budget to the two platforms for the best results. The integrated effect of advertising investment consists of two parts. Goodwill and customer scale reflect the long-term achievement, and sale profit represents the short-term achievement. We selected some representative feasible investment plans as decision-making units (DMUs), and calculated the values of sale profit, goodwill, and customer scale as three outputs. To determine the best advertising investment plan, we use data envelopment analysis (DEA) model to seek efficient plans, and then determine the best one from those efficient plans through preference investigation and super-efficiency technique.

Original languageEnglish
Title of host publicationApplications of Management Science
EditorsKenneth Lawrence, Gary Kleinman
Pages131-149
Number of pages19
DOIs
Publication statusPublished - 2013
Externally publishedYes

Publication series

NameApplications of Management Science
Volume16
ISSN (Print)0276-8976

Keywords

  • Advertisement investment
  • Customer scale
  • Data envelopment analysis
  • Goodwill
  • Sale profit

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