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

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  • HAVLENA, WILLIAM J.
  • GRAHAM, JEFFREY

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.

Suggested Citation

  • Havlena, William J. & Graham, Jeffrey, 2004. "Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 327-332, December.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:327-332_04
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    Cited by:

    1. Christine Bauer & Christine Strauss, 2016. "Location-based advertising on mobile devices," Management Review Quarterly, Springer, vol. 66(3), pages 159-194, June.
    2. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    3. Oliver Rutz & Randolph Bucklin, 2012. "Does banner advertising affect browsing for brands? clickstream choice model says yes, for some," Quantitative Marketing and Economics (QME), Springer, vol. 10(2), pages 231-257, June.
    4. Andrés Martínez & Alfonso Salafranca & Ana E. Sipols & Clara Simon Blas & Daniel Hengel, 2024. "Distributed lags using elastic-net regularization for market response models: focus on predictive and explanatory capacity," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 417-435, June.
    5. Xiaoxue Li & Sarah S. Stith, 2020. "Health insurance and self‐assessed health: New evidence from Affordable Care Act repeal fear," Health Economics, John Wiley & Sons, Ltd., vol. 29(9), pages 1078-1085, September.
    6. Fortenberry Jr., John L. & McGoldrick, Peter J., 2011. "Receptiveness of Black Americans to outdoor advertising," Journal of Business Research, Elsevier, vol. 64(6), pages 586-593, June.

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