Commercial Length and Advertising Schedule as Modifiers of Advertising Effectiveness

James F. Donius
Marketplace Measurement Worldwide
Michael F. Von Gonten
Michael von Gonten, Inc.


Discoveries in the physical sciences have historically followed the same pattern. First someone uncovers the effect of a variable – ‘X’, then one goes looking for interactions between ‘X’ and ‘Y.’ And then researchers become interested in levels of ‘X’, or the specific conditions under which the general effect of ‘X’ is different from others, and so on. Smaller and smaller increments of discovery extracted at greater and greater costs of time, effort and ingenuity.

The same pattern is found in most advertising research, a spiral, particularly in the ‘hard number’ branches like sales analysis and modelling.