# Professor Paul Hardart discusses how companies use surprise drops as a marketing tactic

1 Faculty News July 29, 2019 ![](/sites/default/files/styles/246w/public/assets/images/con_031840.jpg?itok=6TvdRAWj)>

Excerpt from [Adweek](https://www.adweek.com/tv-video/why-a-surprise-drop-can-be-a-great-marketing-ploy-for-brands/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mediaweek-Magazines-And-Newspaper+%28Adweek+Digital%29&utm_content=Google+Feedfetcher) -- "'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](https://www.stern.nyu.edu/faculty/bio/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.'"

[Read more](https://www.adweek.com/tv-video/why-a-surprise-drop-can-be-a-great-marketing-ploy-for-brands/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mediaweek-Magazines-And-Newspaper+%28Adweek+Digital%29&utm_content=Google+Feedfetcher)