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CHAPTER 4 Marketing Products and Services Through Sports

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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CHAPTER 4 Marketing Products and Services Through Sports

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  1. CHAPTER4Marketing Products and Services Through Sports Endorsements CHAPTER 4

  2. Wanna Be Like Mike?

  3. 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

  4. 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. Chapter 11

  5. 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

  6. 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 Chapter 11

  7. 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 Chapter 11

  8. 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

  9. 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

  10. 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

  11. List advantages and disadvantages of using celebrity endorsers. Chapter 11

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