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Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness

Published online by Cambridge University Press:  15 April 2005

WILLIAM J. HAVLENA  and
JEFFREY GRAHAM
WILLIAM J. HAVLENA
Affiliation:
Dynamic Logic, billh@dynamiclogic.com
JEFFREY GRAHAM
Affiliation:
Starcom MediaVest Group, jeffrey.graham@smgunited.com
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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.

Type
INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS
Information
Journal of Advertising Research , Volume 44 , Issue 4 , December 2004 , pp. 327 - 332
Copyright
© Copyright © 1960-2004, The ARF

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