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Response Curves

Response Curves. Ken Homa. Response Functions. QTY. ADVERTISING. Response Functions. QTY. High Response Segment. Low Response Segment. ADVERTISING. Response Curves. Output (e.g. sales, awareness). Input (e.g. Ad $). Response Curves. Subject to : Multiple stimuli Delayed response

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Response Curves

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  1. Response Curves Ken Homa

  2. Response Functions QTY. ADVERTISING

  3. Response Functions QTY. High Response Segment Low Response Segment ADVERTISING

  4. Response Curves Output(e.g. sales, awareness) Input(e.g. Ad $)

  5. Response Curves Subject to: Multiple stimuli Delayed response Alternative patterns Output(e.g. sales, awareness) Input(e.g. Ad $)

  6. Response Curves Practical Ceiling Diminishing Returns Output(e.g. sales, awareness) Critical Mass Threshold Input(e.g. Ad $)

  7. Response Curves Practical Ceiling Diminishing Returns Output(e.g. sales, awareness) Subject to: Multiple stimuli Delayed response Alternative patterns Critical Mass Threshold Input(e.g. Ad $)

  8. P1: Through Origin P2: Linear Y Y X X P3: Decreasing Returns (concave) P4: Saturation — Q Y Y X X ResponseCurves

  9. P5: Increasing Returns (convex) P6: S-shape Y Y X X P7: Threshold P8: Super-saturation Y Y X X Response Curves

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