Gut feeling remains crucial when hiring celebrities

06/22/2005 | CMO

While marketers are increasingly focused on carefully gauging return on investment, there is at least one area where advertisers continue to check their gut feeling more than any quantitative studies: celebrity endorsements. One key to succeeding with a celebrity is to decide on a message first, and then find a famous person who fits that message, rather than the other way around, CMO Magazine reports.

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