Ralph's Big & Tall retail stores, a national men's apparel retail shop, does not use celebrity endorsers in its advertising.Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph's and the superior customer service the store provides.Firms such as Ralph's Big & Tall opt to use regular people instead of celebrities because

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Using regular people in advertising is often perceived as more authentic and trustworthy, as consumers may relate more to everyday individuals than to celebrities.

Ralph's Big & Tall Retail Stores, a National Men's Apparel