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Repeat exposure effects of internet advertising

Author

Listed:
  • 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)

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.

Suggested Citation

  • Janghyuk Lee & Donnel A. Briley, 2005. "Repeat exposure effects of internet advertising," Working Papers hal-00586544, HAL.
    • Handle: RePEc:hal:wpaper:hal-00586544
    as

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