SEM II Final Review 2023

Why must businesses that use celebrity endorsers follow the rules and guidelines established by the Federal Trade Commission?

• Celebrities may limit competition.
• Endorsements are a form of advertising.
• Federal Trade Commission regulates television.
• Businesses need permission to use celebrities.

One reason companies seriously consider the benefits before hiring a celebrity endorser is because the use of celebrities can be

• very controversial.
• potentially illegal.
• mostly deceptive.
• extremely expensive.

One of the problems of using celebrity endorsers who are very well known is that they often __________ the product.

• add to the cost of
• lower the quality of
• reinforce
• overshadow

In which of the following situations might a celebrity endorser have a negative effect on a product:

• Does something inappropriate or illegal
• Appears in ads for other types of products
• Loses major tournament to another athlete
• Retires from sport or entertainment career

Why do large fundraisers and major sporting events often invite celebrities to participate?

• To make donations
• To provide entertainment
• To sell concessions
• To increase attendance

Which of the following is an example of a celebrity endorsing an event simply by being associated with it:

• Appearing in a print ad
• Saying a tournament is great
• Attending a grand opening
• Cheering for a football team

The most commonly used type of endorsement involves paying a celebrity to

• use a brand of equipment.
• wear a certain brand of clothing.
• appear at an event.
• advertise a product.

When considering public relations strategies, sport/event marketers must remember that fan bases differ in terms of their needs, preferences, and

• expectations.
• endurance.
• potential.
• opportunities.

Petra admires a specific athlete who behaves professionally on and off the tennis court. This is an example of fan support that is driven by

• attitude.
• logic.
• tradition.
• performance.

The primary objective of developing sport/event public relations strategies is to

• establish a feeling of goodwill with all of the organization’s fan bases.
• develop positive relationships with corporate sponsors and advertisers.
• encourage local businesses to purchase more tickets, concessions, and merchandise.
• promote publicity efforts with key members of the media and business community.