Consumer ads in Super Bowl will have professional touch

01/12/2007 | Wall Street Journal (free content), The

The growing trend in user-generated advertising contests -- including many geared toward the Super Bowl -- may be overblown, suggests Wall Street Journal advertising reporter Brian Steinberg. While consumers are invited to submit advertising concepts to marketers, much of the advertising that reaches the air will be executed by agencies, Steinberg writes.

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Wall Street Journal (free content), The

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