Endorsements

Question 1

Define endorsement

Answer 1

Approval or support of a product/service usually by a celebrity

Question 2

List 4 aspects/features that companies look for when determining which celebrity to endorse their product/service

Answer 2

1. Association
2. Demographic match
3. Successful careers
4. Image

Question 3

Explain association

Answer 3

A successful athlete/actor/singer will help sell a product

Question 4

Explain demographic match

Answer 4

African-American/Canadian or woman athlete

Question 5

Explain successful careers

Answer 5

Connor McDavid, Lebron James, Bianca Andreescu

Question 6

Explain image

Answer 6

Positive
Role models in the public eye

Question 7

Explain why companies license, sponsor and endorse

Answer 7

1. To generate positive image
2. Increase brand awareness
3. Increase sales