Zastosowanie metody DEA do pomiaru efektywności nakładów na reklamę w przemyśle piwowarskim
Application of Data Envelopment Anaysis to measure effectiveness of advertising spendings in the brewing industry
Author(s): Michał Purczyński, Paulina DolataSubject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: efficiency; Data Envelopment Analysis (DEA); advertising; beer industry
Summary/Abstract: Data Envelopment Analysis (DEA) is the most popular method for measuring the economic and social efficiency. In the article DEA is used to measure the effectiveness of advertising spendings in the brewing industry. This study starts from input-oriented CCR model to proceed with adverts ranked by super-efficiency SE-CCR model. Consequently, the analysis provides ranking of various beer brands advertising which presents the degree of efficiency in advertising expenditures. According to this model brewing company can recognise if launched brands are competitive. As a result it leads to "optimization" of advertising spendings. Calculations are made in the R software.
Journal: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
- Issue Year: 2011
- Issue No: 238
- Page Range: 246-262
- Page Count: 17
- Language: Polish