What do we know about advertising response functions?

What are they, what do they mean, and how should we use them?

What do we know about advertising response functions?

What are they, what do they mean, and how should we use them?

Colin McDonald

A 'RESPONSE FUNCTION' is a model of how people respond to different doses of advertising. However, this stripped-down definition clearly begs many key questions. We have to specify what we mean by 'respond'. Sales or purchase measures are ideal, but often advertising awareness, brand awareness/image, or similar intermediate measures must be used. We also must specify the advertising received: usually this is thought of as the distribution of OTS or 'exposures', but we may have to make...

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