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Advertising Age

Why Marketers Shouldn't Be Afraid of C-Word

January 13, 2013

If it promotes like an ad and is paid for like an ad, then why isn't it an ad?

Marketers are trying to distance themselves from the notion that they make commercials as they embrace content marketing to better engage targets, break through clutter and avoid being skipped by consumers.

With more advertisers crafting ornate video that lasts longer than 30 seconds or trying to ape lavish production values of the programs they interrupt, there's more of an insistence that this isn't advertising, but content as good as anything available on ABC or CBS.

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