Filbeck, Greg; Zhao, Xin; Tompkins, Daniel; Chong, Peggy - In: Managerial and Decision Economics 30 (2009) 4, pp. 253-264
Over the last two decades, marketers have gravitated toward placing their ads in specific television programs such as the Super Bowl, Academy Awards, and the last episodes of sitcoms. While anecdotal evidence of positive outcomes in the form of increased sales, phone inquiries, and hits on the...