Click on the PDF link for the complete article.
ABSTRACT
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.
- © Copyright Advertising Research Foundation 2004