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Repeat exposure effects of internet advertising

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.
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https://hal-hec.archives-ouvertes.fr/hal-00586544
Contributor : Antoine Haldemann <>
Submitted on : Sunday, April 17, 2011 - 5:21:54 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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  • HAL Id : hal-00586544, version 1

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Janghyuk Lee, Donnel A. Briley. Repeat exposure effects of internet advertising. 2005. ⟨hal-00586544⟩

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