Is Once Really Enough? Making Generalizations about Advertising’s Convex Sales Response Function
Jennifer Taylor, Rachel Kennedy, and Byron Sharp
This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, the authors analyzed the response functions of brands in four consumer goods categories.
Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function
Jennifer Taylor, Rachel Kennedy, and Byron SharpEhrenberg-Bass Institute for Marketing Science University of South
Does an advertiser get a better return by reaching...
