Share price reactions to advertising ann
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Greg Filbeck; Xin Zhao; Daniel Tompkins; Peggy Chong
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Article
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2009
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John Wiley and Sons
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English
β 149 KB
## Abstract 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