Endorsements

Question 1

ENDORSEMENT APPLICATIONS

Answer 1

” I use it, so should you”

” I think its cool, so you should use it”

Question 2

FACTORS IMPACTING
ENDORSEMENT EFFECTIVENESS

Answer 2

Endorser is:
▪ a High Achiever
▪ Has Believability/Credibility
▪ Is Known
▪Is Likable/Popular/Admired
▪ Is Recognizable

Question 3

-Reduce the Risk of Making an
Inappropriate Selection for the
Spokesperson for Your Product

-Identify Potential Spokespersons that Match the Values Characteristics of the
Marketer

Answer 3

Selection Process

Question 4

PROBLEMS WITH CELEBRITY ENDORSERS

Answer 4

▪ The Criminal (i.e. Michael Vick and animal cruelty)

▪ The Prima Donna (i.e. The celebrity is often the focus of attention. Difficult to accept a secondary role.)

▪ The Fading Star (i.e. Arnold Palmer)

▪ The Lightning Rod (i.e. The person who speaks out. Such as Colin Kaepernick)

▪ The Tongue-Tied (i.e. Is communication their strength? Even off-script? Can they be
trusted to say the right things?)

Question 5

OTHER potential problems involving celebrity endorsements

Answer 5

-Cost
-Ambush Marketing
-Overexposure

Question 6

How do sponsorships differ from endorsements

Answer 6

Sponsorships Promote a brand through teams, events, or leagues (e.g., Nike sponsoring the NBA).

Endorsements: A celebrity personally promotes a brand (e.g., LeBron James endorsing Nike)