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Advertising Age Article Abstract

Celebrities in Advertising Are Almost Always a Big Waste of Money

Study Finds That Big Names Don't Pay Big Dividends

By: Peter Daboll
Published: January 12, 2011

Popular wisdom asserts that getting a celebrity endorsement is a tried-and-true, simple-to-implement way to maximize advertising effectiveness. Sure, it's expensive, but celebrities always yield stronger ties with viewers and, ultimately, greater sales, right? Wrong. ...

Full Article Word count: 1064

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