Overall Statement The title of the study is informative, relevant, and aligns with the research performed. The aim of the study, to investigate levels of ceilings and thresholds in advertising along with the advertising decay function (p. 91), is accurately summarized in the abstract. The authors reported findings in the Abstract aligned with the data reported in the Results section. the Introduction, Methodology, Results, and Discussion sections meet Publons quality criteria.

Strengths/Impact of the Article The article is strong both in the design and application of statistical analysis. Summary-level data is included in the article body and in an Appendix. The method section of this article is clear and concise and could be used as a template on how to effectively communicate complex index development. The findings are connected to recent academic research and areas of future research are clear.

Weaknesses of the Article While there could be different ways to analyze the data, the authors described why they chose the method used. Thus, no apparent weaknesses can be found.

Note: This is a typical Tier 1 journal article (Journal of Advertising Research); high quality.