What it will mean for marketers.(News)(Brief article)

Advertising Age, February, 2007 by Hampp, Andrew

Byline: andrew hampp

Turner's fiasco has raised a red flag for marketers looking to conduct viral outdoor campaigns. "There's a possibility that after what happened in Boston, these agencies will start having to hire lawyers,'' said Doug Wood, attorney with Reed Smith and general counsel for the Association of National Advertisers and the Advertising Research Foundation.

The Word of Mouth Marketing Association is taking the opportunity to speak out on the difference between buzz and stealth marketing, which risks running afoul of the law. "As marketers continue to struggle ... to come up with creative ways to get their message out, there's always that one little voice that says, `Why don't we do this?''' said Word of Mouth Marketing Association...

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