Repeat exposure effects of internet advertising
AbstractIn this paper, we explain the repeat exposure effect of Internet advertising. By using a field data set of 34 advertising campaigns, we analyze functional forms of the repeat exposure effect of Internet advertising. Among four ad effectiveness measures including aided brand awareness, message recall, brand opinion (favorability), and purchase intent, only message recall shows substantial differences between control and exposures groups. Two patterns of repeating exposure effect on message recall are found: the one in monotonically increasing with a decreasing rate and the other in a quadratic form of inverted 'U'-shape with 'wearout' effect.
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Bibliographic InfoPaper provided by HEC Paris in its series Les Cahiers de Recherche with number 809.
Length: 29 pages
Date of creation: 01 Apr 2005
Date of revision:
Internet; Advertising; Repeat exposure; Message recall;
Find related papers by JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
This paper has been announced in the following NEP Reports:
- NEP-ALL-2005-06-27 (All new papers)
- NEP-BEC-2005-06-27 (Business Economics)
- NEP-MKT-2005-06-27 (Marketing)
- NEP-SEA-2005-06-27 (South East Asia)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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