Repeat exposure effects of internet advertising

Janghyuk Lee and Donnel A. Briley
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Janghyuk Lee: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Donnel A. Briley: School of Business and Management - HKUST - Hong Kong University of Science and Technology

Working Papers from HAL

Abstract: In this paper, we exposure the repeat exposure effect of Internet advertising. By using a field data set of 34 advertising campaigns, we analyze functional forms of the repeat exposure effect of Internet advertising. Among four ad effectiveness measures including aided brand awareness, message recall, brand opinion (favorability), and purchase intent, only message recall shows substantial differences between control and exposures groups. Two patterns of repeating exposure effect on message recall are found: the one in monotonically increasing with a decreasing rate and the other in a quadratic form of inverted 'U'-shape with 'wearout' effect.

Keywords: Internet; Advertising; Repeat exposure; Message recall (search for similar items in EconPapers)
Date: 2005
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Published in 2005

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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00586544

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