You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. 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 on January 12, 2011 37 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.