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Marketing Buzz 03/03

Deciding if "wacky" will work for you; a "do not call" registry for telemarketers

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This story appears in the March 2003 issue of Entrepreneur. Subscribe »

Getting Persona

Each city has an entrepreneur whose wacky TV spots wake us out of a late-night stupor, but can wacky work for you?

Most entrepreneurs are terrible actors, so wacky ads sometimes harm rather than help sales. So before you jump in front of the camera, cautions George Belch, chairman of the marketing department at San Diego State University, "make sure ego isn't driving your decision."

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