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April 27, 2006 Viral Marketing Gives The Ad Backlash A BreakConsumer Buy-In Shows Marketers The Path To Improving Ad Effectivenessby Michèle Bouquet, Jaap Favier with Paul Jackson |
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Executive Summary
UK consumers are getting more annoyed with advertising, but less so with viral marketing. And consumers who like to exchange viral messages also have a higher appreciation of advertising in general. Marketers can improve general ad campaign targeting and results by "preseeding" it with a viral campaign.
This is an excerpt
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