Explain the S-shaped response curve and the concave downward curve as they relate to budget setting. What
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The sshaped response curve makes the assumption that certain levels of advertising expenditures must be reached before any noticeable impact on sales ...View the full answer
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Related Book For 
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0078028977
10th Edition
Authors: George Belch, Michael Belch
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