TY - JOUR T1 - Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function JF - Journal of Advertising Research JO - J Advert Res SP - 198 LP - 200 DO - 10.2501/S002184990909028X VL - 49 IS - 2 AU - Jennifer Taylor AU - Rachel Kennedy AU - Byron Sharp Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/198.abstract N2 - This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, we analyzed the response functions of brands in four consumer goods categories. This study supports the prior finding that convex response functions are typical, but not universal. While the convex response function is found to apply across a range of conditions, more work is needed to understand measurement issues, exceptions, and boundary conditions. ER -