Which is NOT true about endorsers and spokespersons?

Endorsers whose demographic characteristics are similar to those of the target audiences are viewed as more credible and persuasive.

It is important to ensure that the message contents are congruent with spokespersons qualifications.

Although consumers may like an ad featuring a famous endorser, they will buy the product advertised only if they trust the marketer as well.

The less fit between the celebrity and the product endorsed, the higher the persuasiveness of the message.