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“Viral advertising. As the guy who came up with the term ‘media virus,’ I have to say this concept has been misunderstood to the point of stupidity. An Internet-ready ad of a half- naked Paris Hilton or Jerry Seinfeld is not viral media—at least not as far as burgers or credit cards are concerned. It’s an e-mail attachment. Period.” —Douglas Rushkoff, author,
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