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...
