%0 Journal Article
%J Journal of Advertising
%D 2012
%T It's Not Whether You Win or Lose, It's How the Game is Played: The Influence of Sports Programming on Advertising
%A Bee,Colleen
%A Madrigal,Robert
%K Marketing
%B Journal of Advertising
%V 41
%P 47-58
%8 2012
%G eng
%N 1
%2 a
%4 12725329921
%$ 12725329921