Make A Wish
A case study on the branding effects of frequency for online advertising
Ethan Rapp Research Director, Diameter Research, United States.Mainak Mazumdar Product Director, Diameter Research, United States. andJulie Hootkin Senior Research Analyst, Diameter Research, United States.
INTRODUCTION
The 'Make A Wish' frequency test allowed Diameter, the market research arm of DoubleClick, Inc to examine the effect of online advertising for the not-for-profit organization, the 'Make-A-Wish' foundation. Conducted using an audience segmentation structure to define four 'buckets,' a control, frequency 2, 5 and 8, participants were exclusively assigned to one bucket and...