Repeat Exposure Effects of Internet Advertising

Topics:
Internet Advertising,
Internet Market Research
Tags:
Advertisement,
Brand,
Branding,
Exposure,
Internet,
Internet Advertising,
Marketing
Source:
Hong Kong University of Science and Technology

FREE Registration is required

Overview: In this paper, one exposures the repeat exposure effect of Internet advertising. By using a field data set of 34 advertising campaigns, one analyzes 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 'Wear out' effect.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 402KB | Date: Mar 2005 | Pages: 29

People who downloaded this item also downloaded

White Paper Cable TV Ads
White Paper The Advantages of Internet Advertising Vs. Traditional Advertising
White Paper The Portrayal of Women in Outdoor Advertising
White Paper Direct Marketing and Its Effects in the Twenty-First Century
White Paper Does Watching Sex on Television Influence Teens' Sexual Activity?

Top results from Internet Advertising

White Paper Overcoming IP Telephony Performance Issues in a Converged Network
White Paper The Essential Guide: Real-Time High Availability for Exchange - Replicate Exchange Data for Improved Resiliency
Webcast Live Webcast: Web Attacks: How Hackers Create and Spread Malware
White Paper Enterprise and Web 2.0 application support in a modern mainframe environment
White Paper It's All About the Salesperson: Taking Advantage of Web 2.0

» View all Internet Advertising listings

advertisement
advertisement
  • Click Here
  • Click Here
  • Click Here
advertisement

Returning users: Log In Here!

Already registered on BNET, TechRepublic, or ZDNet? Simply log in.

Free Membership: Sign Up Now!

Sign up for a free membership today and get instant and unlimited access to one of the largest databases of white papers, webcasts, and casestudies anywhere. Your FREE membership allows you to:

  • Download an unlimited amount of content, including classic and current white papers, case studies, webcasts and more
  • Track content on your chosen topics of interest
  • Receive targeted email alerts when your favorite content is added
  • Save content for future reading
  • Receive our member newsletter

When you register to access this directory, you become a member of BNET. In addition, you allow us to share your information with companies that produce products or services featured in the library--so that such companies may contact you with information and offers regarding their products and services. This enables us to keep the library a free service. As a directory registrant, you will receive a complimentary subscription to the BNET member newsletter, The BNET Report. You can unsubscribe from this newsletter at any time. By clicking the Sign up button, you indicate that you agree to our Terms and Conditions and have read and understand our Privacy Policy (updated).