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S-shape response function exhibits increasing returns to scale at low levels (threshold) and diminishing returns at high levels (saturation) of marketing effort
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Exploring Different Approaches to Generate Response Curves in Marketing Mix Modeling, by Slava Kisilevich
The Core of the Point Response Function
The most important output of your Marketing Mix Model: response curves
PPT - AD Budgeting PowerPoint Presentation, free download - ID:4871925
Return on Media Models
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Calculation of Dynamical Response Functions Using a Bound-State Method
ASU MKT 300 Eaton Exam 4 Flashcards
Advertising response curves: What are they and why do you need them?