We asked how they knew this. They whipped out some beautiful, full-color PowerPoint charts that tracked the relationship between TV ads and product sales. Sure enough, there was a mighty sales spike every time their TV ads ran. Valuable feedback, right? Umm . . . let’s make sure. How often, we asked, did those ads air? The executives explained that because TV ads are so much more expensive than print ads, they were concentrated on just three days: Black Friday, Christmas, and Father’s Day. In other words, the company spent millions of dollars to entice people to go shopping at precisely the
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