文献来源Advertising efficiency is measured using data envelopment analysis (DEA) by using six advertising inputs (TV, radio, magazine, newspapers, online, and outdoor) to estimate the outputs (sales performance and growth). Al-Gamrh, B., & Rasul, T. (2024). Recession-proof marketing? Unraveling the impact of advertising efficiency on stock volatility. International Review of Financial Analysis. 数据来源data for measuring advertising were obtained from the Advertising Age Datacenter, which publishes information on leading national advertisers and their advertising expenditures across different media channels such as TV, radio, and the internet. The initial sample for this study included all firms featured in the top 100 advertisers. Datacenter - Ad Age（完）
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