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Advertising #94966

ABC Evening News for Saturday, Mar 02, 1985
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(Studio) Ernie Pyle's Camels ad and Dinah Shore's promotion of Chevrolet recalled.
REPORTER: Kathleen Sullivan

(NYC) Advertisers' use of famous faces to sell prods. examined; commercials featuring Cher, Larry Hagman, Muhammad Ali, Geraldine Ferraro and others shown, discussed. [FERRARO - defs. making commercial.] Ferraro's fee mentioned; Eddie Murphy said declining Pepsi offer of several million dollars. [Agent Mary INGELS - notes economy wisdom of doing commercials.] Findings of Video Storyboard Tests' research into public's saturation with celebrities noted citing John Houseman as example; details given. [HOUSEMAN - thinks problem began when he accepted McDonald's ad.] [Storyboard spokesperson Dave VADEHRA - thinks Houseman is overexposed.] Bill Cosby's success discussed. [Marketing Evaluations Incorporated spokesperson Steve LEVITT - comments on Cosby's approach.]

Rose, Judd;
Sullivan, Kathleen

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