Column: For marketers, proof should be in "typical results"

07/9/2007 | Adweek

Marketers should be open to efforts by the FTC to modify ad guidelines for testimonial ads, by providing proof of "typical results" and featuring them in ads, according to Adweek's Wendy Melillo. "Big brands should work with the FTC to come up with a solution that keeps people's trust at the top of the agenda and consumers' dollars flowing," she writes.

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