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.