TY - CHAP AB - Abstract The current chapter is a tentative step toward investigating the allocation of advertising budget between the internet platform and the entity platform according to the long-term and short-term achievement of advertising investment. We provide a decision-making framework on how to allocate the advertising budget to the two platforms for the best results. The integrated effect of advertising investment consists of two parts. Goodwill and customer scale reflect the long-term achievement, and sale profit represents the short-term achievement. We selected some representative feasible investment plans as decision-making units (DMUs), and calculated the values of sale profit, goodwill, and customer scale as three outputs. To determine the best advertising investment plan, we use data envelopment analysis (DEA) model to seek efficient plans, and then determine the best one from those efficient plans through preference investigation and super-efficiency technique. VL - 16 SN - 978-1-78190-956-0, 978-1-78190-957-7/0276-8976 DO - 10.1108/S0276-8976(2013)0000016011 UR - https://doi.org/10.1108/S0276-8976(2013)0000016011 AU - Yang Feng AU - Yuan Qianqian AU - Huang Zhimin AU - Liang Liang PY - 2013 Y1 - 2013/01/01 TI - Using DEA to select the best advertising investment plan T2 - Applications of Management Science T3 - Applications of Management Science PB - Emerald Group Publishing Limited SP - 131 EP - 149 Y2 - 2024/03/29 ER -