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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 »

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

Most entrepreneurs are terrible actors, so wacky ads sometimesharm rather than help . So before you jump in front of thecamera, cautions George Belch, chairman of the departmentat San Diego State University, "make sure ego isn'tdriving your decision."

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