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Financial Services Companies Use Celebrities To Elicit Trust

“He’s the man with the answers. Alex Trebek is someone I trust.” That’s often the first comment from older adults when they call the 800 number at the life insurance company Colonial Penn, galvanized by commercials starring Trebek, host of “Jeopardy” and the longtime spokesman for the Philadelphia-based firm.

Read the whole story at The New York Times »

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