Measuring the advertising efficiency of the top US sports advertisers = 美国顶级体育广告效率测定
Measuring the advertising efficiency of the top US sports advertisers = 美国顶级体育广告效率测定 / Natalie Brown, Yunjae Cheong
p. 23-40 ; 25 cm
수록자료: Journal of global scholars of marketing science : bridging Asia and the world. Korean Academy of Marketing Science. Vol.23 no.1(2013 January), p. 23-40 23:1<23 ISSN 2163-9159 저자: Natalie Brown, College of Communication and Information Sciences, University of Alabama 저자: Yunjae Cheong, School of Journalism & Mass Communication E-MAIL: email@example.com
This study uses Data Envelopment Analysis (DEA) to analyze the advertising efficiency of 26 companies featured in Sports Business Journal's list of the top 50 sports advertisers from 2009. The input variables included sports media spending and non-sports media spending, as well as the total amount of money each company spent in each of the following media: magazines, national spot radio, network television, cable television, and spot television. The output variables were gross profits and brand value. The results showed that half of all the analyzed companies were operating inefficiently and needed to reduce advertising expenditures by an average of 20% while maintaining their current output levels in order to become efficient. The researchers also include a call for further research in this area.