# Scientific Advertising

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Response is measurable and propositions can be tested.

## Mechanism

Hypothesis -> offer/message -> response -> learning.

## Applied marketing use

Use controlled tests and explicit response criteria.

## Failure modes

- Optimizing only short-term response when long-horizon effects matter.

## Counterweights

- `long-short-effects`

## Sources

- `source:hopkins-scientific`