How Advertising Frequency Can Work To Build Online Advertising Effectiveness

Gerard Broussard

This paper explores the relationship between advertising frequency of exposure and advertising effectiveness on the internet.
  

How advertising frequency can work to build online advertising effectiveness

Gerard BroussardOgilvyOne, New York

Introduction

How to gauge advertising effectiveness on the web has consumed the thoughts and energy of many over the last few years. There has been no shortage of press coverage about the decline of banner advertising res ponse rates. Some have likened banners to drops of rain in a stream, small splashes that are rapidly absorbed into obscurity. Advertisers investing in the medium, however, tend to view the internet in a more optimistic light. They look to uncover learning opportunities for how the...

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