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| Author: | Havlena, W.J. Graham, J. |
| Title: | Decay effects in online advertising: Quantifying the impact of time since last exposure on branding effectiveness |
| Journal: | Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 327-332 |
| Index terms: | Advertising Effectiveness Marketing Consumer attitudes Internet USA |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | Advertising (hereafter as: adv-g.) effectiveness tests combining surveys and electronic tracking of online adv-g. are common, and the method is increasingly being utilized within more comprehensive, cross-media methodologies. However, the validity of these tests has sometimes been called into question due to the short duration btw. online adv-g. exposure and survey taking. Using a unique database containing more than 1.600 online adv-g. campaigns, it is found that there is a measurable but weak relationship btw. time since last exposure and branding effectiveness, indicating the shortness of duration does not have a substantial impact on the validity of these tests. |
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