RT Journal Article
SR Electronic
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
FD WARC
SP 327
OP 332
DO 10.1017/S0021849904040401
VO 44
IS 4
A1 William J. Havlena
A1 Jeffrey Graham
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/4/327.abstract
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.