Re: ONLINE-ADS>> Repeated banners to same user

Sean Pfister (seanp_at_cnet.com)
Wed, 19 Feb 1997 20:04:16 -0800 (PST)

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Ken Jenks writes:
>Jenks again:
>I understand what you're saying, Cliff, but I haven't seen ANY numbers to
>back it up. The focus groups I've run with small numbers of people (about
>100) show that only about 15% can remember the products advertised in
>banners. That shoots way up to 18% with multiple exposures (five), but
>doesn't increase measurably with more exposures. They almost NEVER remember
>URLs (the percentage is in the noise level for 100 people).

Focus groups are not the appropriate medium to quantitatively measure the
effects of ad banners on recall, preference, awareness, consideration or
any other similar metric. I don't mean to play "research sheriff", but
reporting percentage responses from qualitative data clouds the issue.

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