Endorsements and Sponsorships

What is an endorsement?

• A public expression of support for a product/service

• A type of sponsorship

• A legal contract

• A trademark.

Fill in the blank: Endorsements are regulated by the ____.

• FTC

• FDA

• FCC

• IRS

What are FTC guidelines for endorsements?

• Must express truthful opinions

• Can include deceptive statements

• Endorser need not use the product

• No need for real experience.

Why do businesses use endorsements?

• To decrease product sales

• To increase product sales

• To avoid consumer trust

• To reduce brand visibility.

Fill in the blank: Consumers trust products endorsed by ____.

• Unknown individuals

• Celebrities

• Random people

• Competitors

What makes a good endorser?

• Negative image

• Untrustworthy

• Positive, charismatic, trustworthy image

• Unknown career

What is a trademark?

• A legal identification of ownership

• A type of copyright

• A sponsorship agreement

• A product endorsement.

Fill in the blank: Trademarks include names, logos, and ____.

• Songs

• Symbols

• Books

• Movies

What is a copyright?

• Legal protection for intellectual property

• A type of trademark

• A sponsorship deal

• A product license.

Fill in the blank: Copyrights are valid for the creator's life plus ____ years.

• 50

• 60

• 70

• 80