Bernstein's boss and longtime friend, FTC Chairman Robert Pitofsky, rejects the notion that the agency is seeking a dot-com game trophy.
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Though some dot-com companies made a point of blowing their entire budget on the game during the first boom, most of today's marketers use the ads as a highlight to their campaigns, not the campaign itself.
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In traditional test marketing, a game designer might test different versions of, say, a polka-dot cow with a focus group.
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