Les Cahiers de Recherche - HEC Paris
Repeat exposure effects of internet advertising
() and Donnel A. BRILEY
Abstract: In this paper, we explain 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'
Keywords: Internet; Advertising; Repeat exposure; Message recall; (follow links to similar papers)
JEL-Codes: M37; (follow links to similar papers)
29 pages, April 1, 2005
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