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WorksheetsEndorsements, Sponsorships, and Intellectual Property
Total questions: 35
Worksheet time: 18mins
What is an endorsement?
A type of sponsorship
A public expression of support for a product/service
A legal document for ownership
A type of copyright
What are FTC guidelines for endorsements?
Must express truthful opinions
Can include deceptive statements
Endorser does not need to use the product
No need for endorser approval if the product changes
Why do businesses use endorsements?
Endorsed products sell less
Consumers distrust celebrities
Young people prefer endorsed products
Endorsements are not effective
What makes a good endorser?
Unknown individual with no career
Positive, charismatic, trustworthy image
High risks and unbelievable connection
Negative public image
What is a trademark?
Legal protection for intellectual property
A public expression of support
Legally identifies ownership of a brand or trade name
A type of sponsorship
What is a copyright?
A promotional tool
Legal protection for intellectual property
A type of trademark
A public expression of support
What is intellectual property?
Commonly used public domain works
Unique works protected by copyright laws
A type of sponsorship
A promotional tool
What is a licensed product?
A product using its own logo
A product legally using another company's logo
A type of copyright
A public expression of support
What is sponsorship?
Legal protection for intellectual property
Underwriting an event for positive brand association
A type of trademark
A public expression of support
What is an endorsement?
A public expression of support for a product/service
A type of sponsorship
A legal contract
A trademark.
Fill in the blank: Endorsements are regulated by the ____.
FTC
FDA
FCC
IRS
What are FTC guidelines for endorsements?
Must express truthful opinions
Can include deceptive statements
Endorser need not use the product
No need for real experience.
Why do businesses use endorsements?
To decrease product sales
To increase product sales
To avoid consumer trust
To reduce brand visibility.
Fill in the blank: Consumers trust products endorsed by ____.
Unknown individuals
Celebrities
Random people
Competitors
What makes a good endorser?
Negative image
Untrustworthy
Positive, charismatic, trustworthy image
Unknown career
What is a trademark?
A legal identification of ownership
A type of copyright
A sponsorship agreement
A product endorsement.
Fill in the blank: Trademarks include names, logos, and ____.
Songs
Symbols
Books
Movies
What is a copyright?
Legal protection for intellectual property
A type of trademark
A sponsorship deal
A product license.
Fill in the blank: Copyrights are valid for the creator's life plus ____ years.
50
60
70
80
What is intellectual property?
Physical property
Unique works of writers, artists, and musicians
A type of sponsorship
A product endorsement.
Fill in the blank: Royalties are payments for the use of ____.
Physical property
Copyrighted material
Trademarks
Endorsements
What is a licensed product?
A product using another company's logo legally
A type of copyright
A sponsorship agreement
A product endorsement.
Fill in the blank: Sponsorship involves providing money/products in exchange for ____.
Private recognition
Public recognition
No recognition
Negative publicity
What is sponsorship?
Underwriting an event to gain positive brand association
A type of copyright
A trademark
A product endorsement.
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
Zack Attack Enterprises pays Kevin Durant to post an IG picture wearing the company's new t-shirt design and appear in a commercial for their new hoodies. KD has been hired as a:
celebrity endorser
actor
manufacturer
salesperson
