In deciding on an ad budget,marketers must recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected,but sales increases eventually flatten out.
A) T
B) M
C) S
D) Y
E) C

Question

Quizplus · Accepted Answer

The term used to describe the shape of consumer response to advertising is an S-curve. Initially, as advertising increases, so does the sales impact; this is referred to as the ad threshold effect. However, at some point, the impact of additional advertising dollars will diminish, and sales will plateau. This creates an S-shaped curve that marketers must consider when determining their advertising budget.

In Deciding on an Ad Budget,marketers Must Recognize That Consumer