Decay effects in online advertising: Quantifying the impact of time since last exposure on branding effectiveness

Journal of Advertising Research

Volumn 44, Issue 4, 2004, Pages 327-332

  Havlena, William J ^a   Graham, Jeffrey ^b  

^a Dynamic Logic ^*

^b Starcom MediaVest Group

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EID: 24644525080     PISSN: 00218499     EISSN: None     Source Type: Journal    
DOI: 10.1017/S0021849904040401     Document Type: Article

References (18)

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