Title: The impact of banner advertisement frequency on brand awareness
Abstract:The impact of banner advertisement frequency on consumers' cognitive responses is investigated. A convenience sample of 200 respondents is recruited to surf the experimental Web sites. Applying logist...The impact of banner advertisement frequency on consumers' cognitive responses is investigated. A convenience sample of 200 respondents is recruited to surf the experimental Web sites. Applying logistic regression, the research identified a U-shaped cognitive response curve to consumers' responses to both static and pop-up banner advertisements, which is contrary to the traditional positive curve that initially increases with advertising frequency, reaches an optimal level and then increases at a decreasing rate. Theoretical and managerial implications are discussed.Read More
Publication Year: 2007
Publication Date: 2007-01-01
Language: en
Type: article
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Cited By Count: 1
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