European Business Schools Librarian's Group

HEC Research Papers Series,
HEC Paris

No 809: Repeat exposure effects of internet advertising

Janghyuk LEE () and Donnel A. BRILEY ()
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Donnel A. BRILEY: Hong Kong University of Science and Technology

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' effect.

Keywords: Internet; Advertising; Repeat exposure; Message recall

JEL-codes: M37

29 pages, April 1, 2005

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