About this document
S-Shaped vs Concave Advertising Curves by Trường Nguyễn is a document available to read on EtoBox.
The document discusses the differences between the S-shaped response curve and concave-downward curve as they relate to budget setting and advertising impact. The S-shaped curve shows little impact initially, then increasing impact until diminishing returns, while the concave curve shows immediate impact that levels off quickly. The S-curve is better for low involvement products, while the concave curve may be better for high involvement products like cars. The document also explains that companies like P&G
- Author
- Trường Nguyễn
- Language
- EN