The Rankings

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The Rankings

On Nov. 24, GM (GM) announced it was ending its endorsement deal with Tiger Woods one year early, effective Dec. 31. Now, BusinessWeek columnist Steve McKee evaluates celebrity endorsements from over the years, offering his take on the overall effectiveness of each match. Consider the five-star ranking system below, then read on for the hits and the misses.

5 Stars = Smart. Very smart
4 Stars = Not a bad idea
3 Stars = Hmmm…
2 Stars= C'mon. Really?
1 Star= What were they thinking?