The advertising response function helps marketers:
a. create ads that will be noticed by consumers each time the ad runs.
b. use their advertising budgets wisely.
c. calculate the break-even points for each product being advertised.
d. determine the reach and frequency of a specific medium
ANSWER: b
Sales and market share improvements slow down and eventually decrease no matter how much is spent on advertising and sales promotion. This phenomenon is called the advertising response function. It helps marketers use their advertising budgets wisely.
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