An Evaluation of the Advertising Media Function Using DEA and DEMATEL

Abstract Since a large amount of food industry advertising budget is spent on advertising media, it is necessary to ensure the appropriateness of the media program to choose the media more effectively. One of the factors in evaluating advertising media is efficiency. Considering the various indices affecting the efficiency of advertising media, this study uses the DEMATEL technique to investigate the relationship between these indices and the DEA to evaluate and rank the efficiency of them. The DEA (Data Envelopment Analysis) is a mathematical technique that calculates the efficiency of multiple decision-making units based on multiple inputs and outputs. The DEMATEL (Decision Making Trial and Evaluation Laboratory) technique is used to construct an influential network relation map to indicate the relationship among criteria. The results indicate that newspapers, magazines, radio, internet, and social networking sites, outdoor advertising, and television are the most efficient advertising media in the food industry, respectively.