If marketers don't find the right celebrity match to hawk their products, they may face a credibility gap, such as Wal-Mart's current "Home for the Holidays" spot featuring Destiny's Child. "It's a cute commercial, but it's superficial," said Mary Reid, an Ann Arbor, Mich., resident and a Wal-Mart shopper. "It's just not believable because ... you wouldn't picture Beyonce or ... Destiny's Child getting a whole lot of Wal-Mart gifts, considering their status."

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Detroit Free Press

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