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Journal of Advertising Volume 36, 2007 - Issue 3
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Original Article

Determinants of Brand Advertising Efficiency: Evidence from the German Car Market

Joachim Büschken Ph.D. Ingolstadt School of Management, Catholic University
Pages 51-73 | Published online: 04 Mar 2013

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Li-Ting Yeh & Dong-Shang Chang. (2023) Measuring the lagged effects of advertising goodwill on dynamic promotional efficiency in the automobile industry. Journal of the Operational Research Society 74:10, pages 2094-2108.
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Maysam Shafiee Roodposhti, Kiandokht Behrang, Hadi Kamali & Babak Rezadoost. (2022) An Evaluation of the Advertising Media Function Using DEA and DEMATEL. Journal of Promotion Management 28:7, pages 923-943.
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Kanghwa Choi. (2020) Divisional advertising efficiency in the consumer car purchase funnel: A network DEA approach. Journal of the Operational Research Society 71:9, pages 1411-1425.
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Yunjae Cheong, Kihan Kim & Justin Combs. (2016) Advertising agency operating efficiency. Journal of Marketing Communications 22:1, pages 83-99.
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Yunjae Cheong, Federico de Gregorio & Kihan Kim. (2014) Advertising Spending Efficiency Among Top U.S. Advertisers from 1985 to 2012: Overspending or Smart Managing?. Journal of Advertising 43:4, pages 344-358.
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Ekaterina Stolyarova & Josep Rialp. (2014) Synergies Among Advertising Channels: An Efficiency Analysis. Journal of Promotion Management 20:2, pages 200-218.
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Suzan Burton, Ann Dadich & Alena Soboleva. (2013) Competing Voices: Marketing and Counter-Marketing Alcohol on Twitter. Journal of Nonprofit & Public Sector Marketing 25:2, pages 186-209.
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Natalie Brown & Yunjae Cheong. (2013) Measuring the advertising efficiency of the top US sports advertisers. Journal of Global Scholars of Marketing Science 23:1, pages 23-40.
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Lan Ye & Yunjae Cheong. (2012) Advertising Spending Efficiency of Beauty-Care Product Companies: Comparison Between Local Companies and Multinational Companies in the U.S. Market. Journal of Global Marketing 25:5, pages 262-281.
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Lei Shi. (2012) Advertising Contribution to a Firm's Profit: Theory and Evidence from the Airline Industry in the United States. Journal of Promotion Management 18:2, pages 209-235.
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Albena Pergelova, Diego Prior & Josep Rialp. (2010) Assessing Advertising Efficiency. Journal of Advertising 39:3, pages 39-54.
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Chris Baumann, Hamin Hamin & Amy Chong. (2015) The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG. Journal of Retailing and Consumer Services 23, pages 21-31.
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Hung-Jen Tu. (2012) Performance implications of internet channels in financial services: A comprehensive perspective. Electronic Markets 22:4, pages 243-254.
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현정원. (2011) Technical, Allocative, and Overall Advertising Efficiencies of Korean Pharmaceutical Firms by DEA Window Analysis. Productivity Review 25:3, pages 29-48.
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Sascha Raithel, Sebastian Scharf, Charles R. Taylor, Manfred Schwaiger & Lorenz Zimmermann. 2011. Measurement and Research Methods in International Marketing. Measurement and Research Methods in International Marketing 115 139 .
현정원 & 김성아. (2009) Analysis of Efficiency in Korean Banking by Super Data Envelopment Analysis. Global Business Administration Review 6:4, pages 433-446.
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Maik Hammerschmidt & Hans H. Bauer. (2008) Messung der Werbeeffizienz — Ein zweistufiger DEA-Ansatz. Marketing Review St. Gallen 25:2, pages 34-39.
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Peter Felser. (2008) Chancen und Gefahren von Werbetests aus Sicht der Praxis. Marketing Review St. Gallen 25:2, pages 28-33.
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Laurent Cavenaile & Pau Roldan. (2019) Advertising, Innovation and Economic Growth. SSRN Electronic Journal.
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