Originality/value of the chapter – The chapter finds investors to pay attention not only to the effectiveness of advertising activities but also to their efficiency. The study also demonstrates how DEA and stock return response modeling can be combined to investigate the link between advertising efficiency and investor behavior.
Raithel, S., Scharf, S., Taylor, C.R., Schwaiger, M. and Zimmermann, L. (2011), "Marketing Accountability: Applying Data Envelopment Analysis to Assess the Impact of Advertising Efficiency on Shareholder Value", Sarstedt, M., Schwaiger, M. and Taylor, C.R. (Ed.) Measurement and Research Methods in International Marketing (Advances in International Marketing, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 115-139. https://doi.org/10.1108/S1474-7979(2011)0000022009
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