基于DEA的安徽省广告效率评价

Evaluation of Advertising Efficiency in Anhui Province Based on DEA

在广告界一直流传着这样一句名言:“我知道在广告上的投资有一半是无用的,但我不知道是哪一半。”广告作为一种重要的营销手段,其效率评价一直是营销界关注的热点。本文在了解安徽省广告业发展现状及广告效率相关研究后,用DEA方法分析安徽省2000-2017年广告效率。结果表明:安徽省广告业发展水平整体效率不高;一半的年份广告业纯技术效率为1,能充分利用现有资源实现最优资源配置和输出的最大化;有6年规模效率有效,投入规模达到最优。本文研究结果可以为提高广告活动效率、改进广告决策提供建议。

There has been a famous saying in the advertising industry:"I know that half of the investment in advertising is useless,but I don't know which half."Advertising is an important marketing tool and its efficiency evaluation has always been a hot spot in the marketing industry.After understanding the development status of the advertising industry in Anhui Province and related research on advertising efficiency,this article uses the DEA method to analyze the advertising efficiency of Anhui Province from 2000 to 2017.The results show that the overall efficiency of the advertising industry in Anhui Province is not high;the pure technical efficiency of the advertising industry in half of the years is 1,which can make full use of existing resources to achieve optimal resource allocation and maximize output;there are 6 years of effective scale efficiency and the input scale is optimal.The research results of this article can provide suggestions for improving the efficiency of advertising campaigns and improving advertising decision-making.