William R. Dillon is Herman W. Lay Professor of Marketing and Professor of Statistics at Southern Methodist University Cox School of Business. His research expertise focuses on advertising, public relations, and related services. Dr. Dillon has PhD from City University of New York and MBA from Bernard M. Baruch College at the City University of New York. He has co-authored four books and has published over fifty articles in various journals. He has also participated and presented proceeding in several marketing conferences. He is serving on the editorial boards of Journal of Marketing Research and Marketing Letters.