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.