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Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness

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  • HAVLENA, WILLIAM J.
  • GRAHAM, JEFFREY
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    Abstract

    Advertising effectiveness tests combining surveys and electronic tracking of online advertising are common, and the method is increasingly being utilized within more comprehensive, cross-media methodologies. The validity of these tests, however, has sometimes been called into question because of the short duration between online advertising exposure and survey taking. Using a unique database containing more than 1,600 online advertising campaigns, we find that there is a measurable but weak relationship between 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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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 04 (December)
    Pages: 327-332

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:327-332_04

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    Cited by:
    1. Fortenberry Jr., John L. & McGoldrick, Peter J., 2011. "Receptiveness of Black Americans to outdoor advertising," Journal of Business Research, Elsevier, vol. 64(6), pages 586-593, June.

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