Professor Paul Hardart discusses how companies use surprise drops as a marketing tactic
— July 29, 2019
Excerpt from Adweek -- "'In pretty much every sector of the media landscape, from films to plays to music, we are seeing franchises and/or known artists with built-in awarenesses drawing the largest audiences,' said Paul Hardart, clinical professor of marketing at NYU Stern School of Business. 'People are busy, and getting their attention is hard. [Surprise] drops are a potential way to get consumer attention.'"