Goh, Khim-Yong; Hui, Kai-Lung; Png, Ivan P. L. - In: Management Science 57 (2011) 9, pp. 1640-1654
Despite annual expenditures on public relations exceeding $19.42 billion, U.S. businesses lack practical guidance about the effectiveness of publicity in mass media. Here, we assemble a rich and novel data set to gauge the impact of news reports on consumer sign-ups with the U.S. Do Not Call...