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Celebrity endorsers improve print ad performance

Published on .

New York—Using celebrities in print advertising boosts consumer readership, according to a study released by GfK MRI Starch Advertising Research. The study indicated that ads using celebrity endorsers produced 9.4% higher consumer readership than ads without celebrities.

Print ads featuring an entertainment celebrity produced 15.1% more readership, according to the study. Print ads featuring a sports celebrity, however, only improved readership by 7.5%.

The study was conducted between December 2009 and September 2010. It analyzed more than 81,000 print ads in consumer magazines. 

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