1. Response Curves
Ken Homa

2. Response Functions
QTY.
ADVERTISING

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

5. Response Curves
Output (e.g. sales, awareness)
Input (e.g. Ad $) 3

6. Response Curves Output (e.g. sales, awareness) Input (e.g. Ad $)
Subject to:
Multiple stimuli
Delayed response
Alternative patterns
Output (e.g. sales, awareness)
Input (e.g. Ad $) 3

7. Response Curves Practical Ceiling Diminishing Returns
Output (e.g. sales, awareness)
Critical Mass
Threshold
Input (e.g. Ad $) 3

8. 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 $) 3

9. Response Curves P1: Through Origin P4: Saturation
P3: Decreasing Returns (concave)
P2: Linear Y X Q — 7

10. Response Curves P5: Increasing Returns (convex) P8: Super-saturation
P7: Threshold
P6: S-shape Y X 8