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12/28/2002: "Endorsement deals to demand celebrity input"

The stretching of the traditional relationship of celebrities and the makers of the products they are paid to pitch is part of a nascent trend. Companies are involving the stars they hire in substantive product and advertising decisions to counter intensifying consumer skepticism about the motivations and trustworthiness of celebrity endorsers.

Read on:
http://www.nytimes.com/2002/11/25/business/media/25ADCO.html?8seia


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