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.
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页码：327 / 332
页数：6
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