The Role of Religion and Identity in Advertising

Berkeley economist Steve Tadellus agrees with Levits' view on the non-profit maximizing behavior of profit-oriented firms. Despite his initial skepticism, Tadellus realizes the accuracy of Levits' argument. Tidellus reflects on his time at EBE and acknowledges that his previous cynical perception of advertising was incomplete. He recounts a specific instance where he was asked to measure the effectiveness of affiliate advertising. Tadellus and the senior director collaborated extensively to devise a solution during a two-hour intensive meeting.