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Study Finds That Celebrities in Advertising Are Usually a Waste of Money
January 15, 2011 by anne
Study of every nationally televised ad for the first 11 months of 2010 finds that celebrity ads performed either below average or average. The study, 2010 Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness, 2010, "showed that fewer than 12% of ads using celebrities exceeded a 10% lift, and one-fifth of celebrity ads had a negative impact on advertising effectiveness." Advertising Age - CMO Strategy 1/12/11
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