Organic Partners with the Wharton Customer Analytics Initiative to Develop New Models for Online Ad Effectiveness
SAN FRANCISCO, CA- September 19, 2011-Organic, Inc. (www.Organic.com), a leading marketing agency known for successfully blending creativity with unmatched predictive intelligence, today announced the completion of an internal review of preliminary research findings from its strategic partnership with the University of Pennsylvania's
Wharton Customer Analytics Initiative (WCAI)
focusing on online advertising effectiveness.
One of the research teams, Professors Michael Braun (MIT) and Wendy Moe (University of Maryland), developed a model that studied the interaction of three well-established advertising effects:
- Goodwill: Advertising affects a person's long-term sentiment toward a company, and that effect is at its peak when the ad is shown but then fades with time.
- Wear-Out: Repetition of a single advertising creative concept makes it less effective. If you keep seeing the same ad, it becomes less effective each time you see it.
- Restoration: Taking a break from redundant ad exposure reverses wear-out. If you don't see an ad for a long time, when you finally see it again, it is more effective.