摘要
广告媒体选择是一个企业广告工作的重要一环。同传统的管理人员主观判断和单一评价指标相比,DEA模型提供了一种更为有效的广告效果评价方法。通过对企业广告投入和产出的综合分析,根据最终得出的效果评价值,企业利用DEA模型可以对备选的诸多媒体进行优劣排序,从而选择最佳的广告媒体形式。
The media's choice is really important in the process of advertisement.Compared with the traditional subjective judgments of administrative staff and single evaluation index model, DEA model has offered a more effective method in appraising advertisement effect. Through the analyzing of enterprise's advertising input and output, according to the ultimate result, managers could utilize DEA model to arrange a great deal of media in order,thus choose the best advertising media's form.
出处
《西北农林科技大学学报（社会科学版）》
2005年第1期89-92,共4页
Journal of Northwest A&F University(Social Science Edition)
基金
国家自然科学基金资助项目(70171004)
