PT - JOURNAL ARTICLE AU - Jennifer Taylor AU - Rachel Kennedy AU - Byron Sharp TI - Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function AID - 10.2501/S002184990909028X DP - 2009 Jun 01 TA - Journal of Advertising Research PG - 198--200 VI - 49 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/49/2/198.short 4100 - http://www.journalofadvertisingresearch.com/content/49/2/198.full SO - J Advert Res2009 Jun 01; 49 AB - 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.