8/30/2005

While creatives and clients agree that it is hard to predict which viral advertisements will catch fire with Web users, the high failure rate is obviated by the low production costs and the elimination of airtime costs. As one marketer told the Los Angeles Times, "But at least with this [viral advertising], if you lay an egg it's not going to bury you. It's not, 'There goes my advertising budget for the year.'"

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