PT  - JOURNAL ARTICLE
AU  - William J. Havlena
AU  - Jeffrey Graham
TI  - Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness
AID  - 10.1017/S0021849904040401
DP  - 2004 Dec 01
TA  - Journal of Advertising Research
PG  - 327--332
VI  - 44
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/44/4/327.short
4100  - http://www.journalofadvertisingresearch.com/content/44/4/327.full
SO  - J Advert Res2004 Dec 01; 44
AB  - 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.