Star-Studded Advertising a Flop

According to a recent study conducted by Reader’s Digest (http://www.readers-digest.de), prominent stars enjoy little public confidence as advertising spokespeople. Even though actors, athletes, and television stars and starlets are used more and more often in advertising, consumers have little trust in their recommendations. When it comes to advertising, people are quick to shed doubt on the sales message: 76 per cent rely on the quality of a product when making purchasing decisions, and for 72 per cent of consumers, their own personal experience with a brand is decisive. (eap)