According to Cannon and Riordan's analysis,the _____ is convex and it indicates that the first exposure is the most effective,followed by diminishing returns.
A) effective reach
B) advertising response curve
C) FCB grid
D) FAB response continuum
E) effective frequency

Question

Quizplus · Accepted Answer

Cannon and Riordan's analysis indicates that response curves are convex. The first exposure is the most effective, followed by diminishing returns. If that's the case, then the basic emphasis in advertising should switch from maximizing frequency to maximizing target market reach, adding less profitable second exposures only as the budget permits.

According to Cannon and Riordan's Analysis,the _____ Is Convex and It