 As I mentioned, we did a series some time ago around the question of does advertising actually work? One of the researchers we spoke with is Anna Tuchman, a professor of marketing at Northwestern University's Kellogg School of Management. She had done one empirical study on e-cigarette advertising, which suggested that the conventional wisdom about the effectiveness of advertising might be exaggerated. And then she learned that a pair of economists at the University of Chicago had been thinking the same thing.