Girls "tune out" celebs in ads

02/8/2006 | Bloomberg Businessweek

The female marketing experts at 3iYing write that girls are mistrustful of celebrity endorsements and celebrity brands, and suggest that marketers focus more on their core products and less on a campaign centered around a famous spokesperson. "Celebrity-ism happens when you lose faith in your ability to win a girl on your own merits," they write.

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