Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness

Advertising effectiveness tests combining surveys and electronic tracking of online advertising are common, and the method is increasingly being utilized within more comprehensive, cross-media methodologies. The validity of these tests, however, has sometimes been called into question because of the short duration between online advertising exposure and survey taking. Using a unique database containing more than 1,600 online advertising campaigns, we find that there is a measurable but weak relationship between time since last exposure and branding effectiveness, indicating the shortness of duration does not have a substantial impact on the validity of these tests.

A stochastic three-way unfolding model for asymmetric binary data

This paper presents a new stochastic three-way unfolding method designed to analyze asymmetric three-way, two-mode binary data. As in the metric three-way unfolding models presented by DeSarbo (1978) and by DeSarbo and Carroll (1980, 1981, 1985), this procedure estimates a joint space of row and column objects, as well as weights reflecting the third way of the array, such as individual differences. Unlike the traditional metric three-way unfolding model, this new methodology is based on stochastic assumptions using an underlying threshold model, generalizing the work of DeSarbo and Hoffman (1986) to three-way and asymmetric binary data. The literature concerning the spatial treatment of such binary data is reviewed. The nonlinear probit-like model is described, as well as the maximum likelihood algorithm used to estimate its parameter values. Results of a monte carlo study applying this new method to synthetic datasets are presented. The new method was also applied to real data from a study concerning word (emotion) associations in consumer behavior. Possibilities for future research and applications are discussed