The impact of banner advertisement frequency on brand awareness
MetadataShow full item record
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.
2007 ANZMAC Conference Proceedings
© The Author(s) 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.