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Dictionary by pitch.dog
Attribution, incrementality & effectiveness · Working

Response curve

Also called: media response curve

ELI5

A model or chart showing how outcomes change as marketing input changes.

Used in conversation

“Can we circulate response curve with the assumptions and open questions marked?”

Pitch context

You will see “Response curve” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.

Why it matters: It helps a reader interpret attribution, incrementality & effectiveness without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.