The impact of banner advertisement frequency on brand awareness
Published: Jan 1, 2007
Abstract
The impact of banner advertisement frequency on consumers' cognitive responses is null investigated. A convenience sample of 200 respondents is recruited to surf the experimental null Web sites. Applying logistic regression, the research identified a U-shaped cognitive response null curve to consumers' responses to both static and pop-up banner advertisements, which is null contrary to the traditional positive curve that initially increases with...
Paper Details
Title
The impact of banner advertisement frequency on brand awareness
Published Date
Jan 1, 2007
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