English, Article, Journal or magazine article edition: Repeat exposure effects of internet advertising LEE, Janghyuk; BRILEY, Donnel A.

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Bookmark: http://trove.nla.gov.au/version/23145
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Repeat exposure effects of internet advertising
Author
  • LEE, Janghyuk
  • BRILEY, Donnel A.
Physical Description
  • preprint
Notes
  • 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.
  • Internet; Advertising; Repeat exposure; Message recall
  • RePEc:ebg:heccah:0809
Language
  • English
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