Research On Advertising Effectiveness Of Car Brands In China Based On DEA

Advertising as an important marketing tool for modern enterprises,has a long standing and well-established development process,and the research on advertising effectiveness evaluation has been focused on the main influence of advertising effectiveness(the receiver,the sender,content,channels and environment)and the outcome of advertising effectiveness.Few DEA research has focused on the aspects of content and channel of brand communication process to explain whether the contents of advertisements appeal to consumers,and whether advertising channels is effective.Based on this,thepaper combined the DEA theory and marketing communication,and select input index from the perspective of advertising content and communication channels,and build a two-stage DEA model to evaluate advertising effectiveness,and through the questionnaire survey and quantitative analysis,this paper explore the advertising efficiency of top 32 car brand in China.The study is divided into five chapters:the first chapter is divided into three parts:research background,research purpose and research significance;In the secondchapter,the related literature about advertising effectiveness evaluation were reviewed;In the third chapter,a two-stage DEA model is introduced to evaluate advertising effectiveness.In the fourth chapter,the data is collected and the advertising effectiveness of top 32 car brand is evaluated.In the fifth chapter,the author summarizes the research conclusions and limitations of the empirical research.There are two innovations of this study.Firstly,most previous studies used one stage DEA model to assess advertising effectiveness,there is rarely research focusing on two-stage of the DEA model.From this perspective,this study employed a two-stage DEA model,which provides a new perspective for the evaluation of brand communication effectiveness.Secondly,due to the limitation of data source,past studies rarely select DUM within the same industry.In this study,we selected all 25 DUM from the auto industry to make sure the DMUs are more comparable.