Decay effects in online advertising: Quantifying the impact of time since last exposure on branding effectiveness

被引：13

作者：

Havlena, WJ

Graham, J

机构：

来源：

JOURNAL OF ADVERTISING RESEARCH | 2004年 / 44卷 / 04期

关键词：

D O I：

10.1017/S0021849904040401

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

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页码：327 / 332

页数：6

共 42 条

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