Aim: Endorsements

What is an Endorsement? An endorsement is a person’s public expression of approval or support for a product or service Endorsements are a promotional tool rather than a form of sponsorship An endorsement only occurs when a “real person” is approving a product It could be a verbal approval or the use of a product

Example of an Endorsement A commercial starring a well-known racecar driver for a brand of tires This is considered an endorsement because the public: ♦ Knows the person is a real professional driver ♦ Assumes the comments are personal opinion, whether that fact is presented or not ♦ Assumes the driver would not make the comment if he or she did not believe it

Legal Restrictions on Endorsements The following guidelines must be met by the endorser and the sponsoring company: 1.Endorsements must always reflect the honest opinions, findings, and beliefs or experiences of the endorser 2.The endorser must have real experiences with the product 3.The endorsements may not contain any deceptive or misleading statements 4.Endorsements may not be presented out of contex or reworded so as to distort in any way the endorser’s opinion 5.The endorser must use and continue to use and believe in the product for as long as the endorser is used in the advertisement 6.If the product changes in any way, the company must notify the endorser, and the endorser must continue to use and believe in the new or revised product

Aim: Athlete Endorsements

Yhttps:// Y

Advantages of Athlete Endorsements 1.Customers will buy products endorsed by celebrities more often than products that are not endorsed 2.Viewers, listeners, and fans are less likely to turn off a commercial featuring a celebrity rather than a commercial featuring a fictitious character 3.Consumers tend to believe celebrities

Disadvantages of Endorsements 1.Very expensive 2.The endorser may not agree to only endorse one product (Michael Jordan has endorsed Gatorade, NIKE, McDonald’s, Rayovac, MCI, Sara Lee, and Hanes products) 3.The risk of negative publicity if the endorser commits a crime or serious social blunder

What Businesses Look For in an Endorser Someone with a positive, charismatic, trustworthy image who is respected by consumers A athlete most consumers know An athlete whose career is in progress (rather than someone who has retired) Someone who presents few risks Someone who has a believable relationship with the product **Speaking ability, personal appearance, and educational background are not among the top requirements. Businesses believe these deficiencies can be remedied with voice coaches and wardrobe assistants.

Assignment Select 5 athletes and research what product he/she endorses. Explain why you think the product and the athlete are a good fit or a bad fit.

Assignment Which male athlete would you ask to endorse your new sportswear shop? Which female athlete would you ask? Explain the advantages and disadvantages of both your choices. List at least 3 advantages and 3 disadvantages of each endorser.