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Repeat exposure effects of internet advertising

Author

Listed:
  • LEE, Janghyuk
  • BRILEY, Donnel A.

    (Hong Kong University of Science and Technology)

Abstract

In this paper, we explain 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.

Suggested Citation

  • LEE, Janghyuk & BRILEY, Donnel A., 2005. "Repeat exposure effects of internet advertising," HEC Research Papers Series 809, HEC Paris.
    • Handle: RePEc:ebg:heccah:0809
    as

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    References listed on IDEAS

    as
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    3. Schumann, David W & Petty, Richard E & Clemons, D Scott, 1990. "Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 192-202, September.
    4. Patrali Chatterjee & Donna L. Hoffman & Thomas P. Novak, 2003. "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," Marketing Science, INFORMS, vol. 22(4), pages 520-541, May.
    5. Mazursky, David & Schul, Yaacov, 1988. "The Effects of Advertisement Encoding on the Failure to Discount Information: Implications for the Sleeper Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 24-36, June.
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    More about this item

    Keywords

    Internet; Advertising; Repeat exposure; Message recall;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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