Endorsements, Trademarks, Copyrights, and Sponsorships

An endorsement is a:

• Public expression of support for a product/service

• Type of sponsorship

• Regulation by the FTC

• Private feedback mechanism

What are FTC guidelines for endorsements?

• Endorsements must express truthful opinions and real experience with the product.

• Endorsements can include deceptive statements if they are not taken out of context.

• Endorsers do not need to use the product they endorse.

• Endorsers can approve product changes without knowing them.

Businesses use endorsements because:

• endorsed products sell more

• young people prefer products endorsed by relatable celebrities

• consumers trust celebrities

• all of the above

A good endorser is someone who has a positive, charismatic, and trustworthy image. They are a well-known celebrity with an active career and have minimal risks with a believable connection to the product.

• A well-known celebrity with a positive image

• Someone with minimal risks and a believable connection to the product

• A charismatic and trustworthy individual

• All of the above

A trademark legally identifies ownership of what?

• A brand or trade name

• A physical property

• A patent

• A copyright

A copyright is:

• Legal protection for intellectual property, valid for the creator's life plus 70 years.

• A type of patent for inventions.

• A trademark for brand names and logos.

• A license for software usage.

Intellectual property refers to unique works of writers, artists, and musicians protected by what?

• Copyright laws

• Patent laws

• Trademark laws

• Trade secret laws

A licensed product is:

• A product legally using another company/person's logo or image.

• A product that is free to use by anyone.

• A product that is not protected by any laws.

• A product that is only available in certain regions.

Sponsorship involves underwriting an event to gain what?

• Positive brand association

• Financial profit

• Legal rights

• Ownership of the event

Why would a business pay college/high school sports teams to wear a certain manufacturer's clothing?

• to influence other students to wear the products

• to make positive statements

• to give testimonials

• to serve as a spokesperson