Sales/ impact
Lagged effect
Decay effect
MC starts
MC stops
Time
37
Cumulative effect
Sales/ impact
Expenditure
38
Sales/ impact
B A
MC starts
MC stops
Time
37
Sales/ impact
E
D
C
Expenditure
38
A B C D E F
= = = = = =
Lagged effect Decay effect Minimum threshold Cumulative effect Diminishing returns Negative returns
Sales/ impact
B A
MC starts
MC stops
Time
37
Sales/ impact
E
D
C
Expenditure
38
A B C D E F
= = = = = =