TY - JOUR T1 - Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness JF - Journal of Advertising Research JO - J Advert Res SP - 327 LP - 332 DO - 10.1017/S0021849904040401 VL - 44 IS - 4 AU - William J. Havlena AU - Jeffrey Graham Y1 - 2004/12/01 UR - http://www.journalofadvertisingresearch.com/content/44/4/327.abstract N2 - 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. ER -