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CHAPTER 4 Marketing Products and Services Through Sports. Endorsements. Wanna Be Like Mike?. E ndorsement. a person’s public expression of approval or support for a product or service a promotional tool not a form of sponsorship. Legal Restrictions on Endorsements.

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Presentation Transcript
slide3

Endorsement

  • a person’s public expression of approval or support for a product or service
  • a promotional tool
    • not a form of sponsorship

Chapter 11

legal restrictions on endorsements
Legal Restrictions on Endorsements
  • FTC endorsement guidelines include:
    • The endorser’s opinions must be truthful.
    • The endorser should have actual product experience.
    • Deceptive or misleading statements are prohibited.

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slide5

Endorsements cannot distort endorser’s opinion.

  • The endorser must use and believe in the product for as long as the endorser is featured in ads.
  • The endorser must be advised of product changes and must continue to use and believe in the product in its revised state.

Chapter 11

celebrity endorsements
Celebrity Endorsements
  • Celebrity endorsements are expensive and are often surrounded by controversy.
  • advantages
    • endorsed products sell better
    • viewers are less likely to turn off a commercial featuring a celebrity
    • consumers believe celebrities

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Disadvantages

  • expensive
  • if an endorser is overexposed, consumers will start to doubt the endorser’s sincerity
  • there is a negative publicity risk if the endorser commits a crime or social blunder

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athlete endorsements
Athlete Endorsements
  • Advantages and disadvantages
  • How controversial can an endorser be?
  • Should endorsers speak out on anything besides the product?
  • What businesses look for in an endorser

CHAPTER 4

advantages and disadvantages
Advantages and Disadvantages
  • Consumers will buy products endorsed by celebrities more often than products that are not so endorsed
  • Viewers, listeners, and fans are less likely to turn off a commercial featuring a celebrity than a commercial featuring a fictitious character
  • Consumers tend to believe celebrities, especially those who are chosen for their good public image

CHAPTER 4

what businesses seek in an endorser
What Businesses Seek in an Endorser
  • someone with a positive, charismatic, trustworthy image
  • a celebrity most consumers know
  • a celebrity with a current career
  • someone who presents few risks
  • someone with a believable relationship with the product

Chapter 11