1.06 Endorsements

The most commonly used type of endorsement involves paying a celebrity to?

(a)  

Why do some businesses pay college and high school sport teams to wear a manufacturer’s clothing?

• To influence other students

• To make positive statements

• To give testimonials

• To serve as spokespersons

A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a

(a)  

Which of the following is an example of a celebrity promoting a service

• A professional golfer endorsing a credit card

• A former boxing champion advertising gas grills

• A famous actress recommending exercise equipment

• A popular comedian wearing a brand of athletic shoes

Why are people more likely to buy products that celebrities endorse

• Celebrities endorse only the best products

• Celebrities endorse products that everyone needs.

• People want to contribute to a celebrity’s income

• People want to be associated with celebrities

In which of the following situations might a celebrity endorser have a negative effect on a product

• Does something inappropriate or illegal

• Loses major tournament to another athlete

• Appears in ads for other types of products

• Retires from sport or entertainment career

One reason companies seriously consider the benefits before hiring a celebrity endorser is because the use of

celebrities can be

(a)  

Which of the following is an example of a celebrity endorser

• A publicist writing advertising copy

• A well-known person promoting a product

• A college student posing for a print ad

• A business owner appearing in a commercial

Which of the following is a true statement about using celebrity sport figures to endorse products:

• Only retailers use celebrity endorsers.

• All types of businesses use well-known athletes.

• Service businesses do not use sport figures.

• Celebrities only endorse tangible products

Which of the following is an example of a company using a celebrity as an expert to endorse a product:

• A popular actor endorsing a brand of tennis racquets

• A professional bowler endorsing a brand of bowling balls

• A well-known actor endorsing a brand of breakfast cereal

• A professional golfer endorsing a brand of pain medication