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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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  • Havlena, William J. & Graham, Jeffrey, 2004. "Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 44(04), pages 327-332, December.
  • Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:327-332_04
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    Cited by:

    1. Christine Bauer & Christine Strauss, 2016. "Location-based advertising on mobile devices," Management Review Quarterly, Springer;Vienna University of Economics and Business, vol. 66(3), pages 159-194, June.
    2. 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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