The Effect of Repeated and Spaced Exposures of Internet Display AdvertisingThe Effect of Repeated and Spaced Exposures of Internet Display Advertising
- Other Titles
- The Effect of Repeated and Spaced Exposures of Internet Display Advertising
- Authors
- 이장혁; Donnel A. Briley; 오정석; 박세범; 배성주
- Issue Date
- 2018
- Publisher
- 한국마케팅학회
- Keywords
- Banner Advertisement; Repeat Exposure; Message Recall; Spacing
- Citation
- 마케팅연구, v.33, no.1, pp.65 - 80
- Indexed
- KCI
- Journal Title
- 마케팅연구
- Volume
- 33
- Number
- 1
- Start Page
- 65
- End Page
- 80
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/79867
- DOI
- 10.15830/kmr.2018.33.1.65
- ISSN
- 1229-456X
- Abstract
- The present research examines the effects of repeat exposures and the amount of time elapsed between exposures to Internet banner ads on message recall based on the field data from seven actual Internet ad campaigns run in seven European countries. Our findings indicate that message recall rate to repeated and spaced banner ad exposures follows an inverted-U shape and increasing the time interval between exposures reduces the number of repetitions required to reach the maximum level of message recall.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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