Advertising Tactics That Win Consumer Trust

January 3rd, 2007

Peter Kim

With contributors:

Elana Anderson , Julie Katz , Tenley McHarg

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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