Celebrity endorsements: A double-edged sword

07/16/2004 | NYTimes.com

Celebrities are people too, not above making the occasional crass comment or needing to check into rehab, which presents a conundrum for marketers: What happens when the celebrity endorsing your product does something your company doesn't like? In the most recent example, Slim-Fast dumped Whoopi Goldberg for making off-color jokes about President Bush. Shawn Prez, CEO of marketing and promotions company Power Moves, advises that companies considering using a celebrity to endorse products should ask "How could this person affect our sales?"

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