CEOs, not celebs, more persuasive

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Mulling celebrity spokes-candidates for an ad campaign? Consider this: business leaders are more persuasive than athletes, movie stars or musicians, according to a Harris Interactive poll for Adweek.

An online survey of 2,186 adults found that of the various strains of celebrity, 37% of consumers find famous business leaders to be most persuasive as product endorsers. Don't tell Bob Dole, but politicians came in last, with just 10% of respondents ranking them most persuasive, 14% citing singers or musicians, 18% TV or movie stars and 21% athletes.

The survey found significant age differences among respondents, though.
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