For Interactive Marketing Professionals

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	January 3, 2007 Advertising Tactics That Win Consumer Trust by Peter Kim with Elana Anderson, Julie M. Katz, Tenley McHarg	Average: 8  (8 ratings)

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Executive Summary

Consumer trust in advertising can't get much worse. Across traditional and emerging channels, advertising lacks both trust and influence. However, marketers can still use advertising to connect with consumers by tapping into preferences of interaction and control. To regain trust and influence purchase decisions, marketers should take a customer-centric approach to advertising by ceding control and facilitating brand experiences.

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