RT Journal Article
SR Electronic
T1 Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 198
OP 200
DO 10.2501/S002184990909028X
VO 49
IS 2
A1 Jennifer Taylor
A1 Rachel Kennedy
A1 Byron Sharp
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/198.abstract
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.