Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness

William J Havlena and Jeffrey Graham

Advertising effectiveness tests combining surveys and electronic tracking of online advertising are common, and the method is increasingly being utilized within more comprehensive, cross-media methodologies.

Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness

William J. HavlenaDynamic Logic

Jeffrey GrahamStarcom MediaVest Group

INTRODUCTION

By the end of 2004, the online advertising business had grown...

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