Is Once Really Enough? Making Generalizations about Advertising’s Convex Sales Response Function

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 two customers once, or one customer twice?

It is an extremely important issue for media planners. Single-source analysis has delivered an empirical generalization (EG): the immediate advertising sales-response function is convex, which means it is better to reach more consumers once. This empirical law appears to generalize for television advertising for established consumer goods brands in mature markets. It is...

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