Business-to-business advertisers are well advised to avoid puffery that may be common in consumer advertising because of the expertise of readers of business magazines.

Question

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Business-to-business advertisers are targeting professionals who are knowledgeable in their respective industries, and therefore are less likely to be influenced by exaggerated claims or unrealistic promises. Using factual information and data-driven messages is more effective in this context.

Business-To-Business Advertisers Are Well Advised to Avoid Puffery That May