Letters to the Editor
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Incorrect analysis of the null hypothesis
I suspect that most of America, like me, had never heard of Salesgenie.com before the Super Bowl. Hence, it's not surprising that the ad they showed generated more business than ads for GM, Anheuser-Busch, or other well-known companies. Heck, they probably would have gotten more business with thirty seconds of showing nothing but their name. The question Kaufman doesn't ask and isn't remotely qualified to answer is: How much new business (if any) would Salesgenie have gotten with a more clever or better-executed spot?