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The Chief Executive Officer of the Advertising Association of Ghana (AAG) Francis Dadzie has caution companies to be careful when choosing celebrity for endorsement.
He says celebrities entice his or her followers to purchase the product which positively can increase sales and awareness of the product.
He explains that though research has proven that Celebrity endorsement increase sales it can also have a side effect on the product.
According to him, the luxurious lifestyles of celebrities sometimes influence people previous decision on a product.
Francis Dadzie stated that due to infidelity, divorces and poor behavioral standard people do not believe in the product anymore.
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