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Endorsements

Endorsements. Endorsement. FTC (Federal Trade Commission) “any advertising message consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser.” Two teenagers vs. professional driver. Legal Restrictions on Endorsements.

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Endorsements

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  1. Endorsements

  2. Endorsement • FTC (Federal Trade Commission) “any advertising message consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser.” • Two teenagers vs. professional driver

  3. Legal Restrictions on Endorsements • Must always reflect the honest opinions, findings, and beliefs of the endorser • Endorser must have real experience with the product • May not contain any deceptive or misleading statements

  4. May not be presented out of context or reworded as to distort in any way the endorser’s opinion • The endorser must use and continue use and believe in the product for as long as the endorser is used in the advertisements • If the product changes in any way, the company should notify the endorser.

  5. What do we look for in an endorser? • Positive, charismatic, trustworthy image, respected • A celebrity most consumers know • Current celebrity, not has been • Few risks • Believable relationship with the product

  6. All that considered……….What about this guy?

  7. Celebrity Yea or Nay Products?

  8. Celebrity Yea or Nay Products?

  9. Celebrity Yea or Nay Products?

  10. Celebrity Yea or Nay Products?

  11. Celebrity Yea or Nay Products?

  12. Celebrity Yea or Nay Products?

  13. Celebrity Yea or Nay Products?

  14. Celebrity Yea or Nay Products?

  15. Celebrity Yea or Nay Products?

  16. Celebrity Yea or Nay Products?

  17. Celebrity Yea or Nay Products?

  18. Celebrity Yea or Nay

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