Endorsements

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Endorsements
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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

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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

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• May not be presented out of context or reworded
  as to distort in any way the endorsers 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.

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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

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All that considered.What about this guy?
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Celebrity Yea or Nay
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Celebrity Yea or Nay
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Celebrity Yea or Nay
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Celebrity Yea or Nay
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Celebrity Yea or Nay
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Celebrity Yea or Nay
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Celebrity Yea or Nay
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Celebrity Yea or Nay