THIRD EXAM:

• How does the FTC define endorsements/testimonials?
   
  What are the rules regarding endorsements by typical consumers and by celebrities/experts?

• Read the case studies.
   
  
• Explain whether Sony's defense was really a defense based on ethics. Were Sony's actions in violation of the FTC's guidelines for using testimonials?
   
  
• What is the objective of celebrity endorsements?
   
  
• What is an endorsement?
   
  
• An endorser provides what?
   
  
• Understand the four types of endorsers.
   
  
• What is the critical factor in the use of endorsements? What does that factor rest upon?
   
  
• What is meant by independence? What does it not mean?
   
  
• Payments undercut the credibility of which categories of endorsers?
   
  
• What is the fundamental ethical problem with endorsements in advertising? What two opposing principles are in conflict?

• (Be familiar with the examples given throughout the guides.)
   
  
• What is the FTC definition of endorsements/testimonials?
   
  
• What is the FTC definition of expert?
   
  
• Endorsements must always reflect what?
   
  
• Is the endorser allowed to make claims about the product that the advertiser could not?
   
  
• How long may an advertiser use the endorsement of an expert or celebrity? How may the advertiser satisfy that obligation?
   
  
• When an advertisement represents that the endorser uses the endorsed product, the endorser must have been what?
   
  
• An advertisement employing an endorsement reflecting the experience of an individual or a group of consumers on a central or key attribute of the product or service will be interpreted as what?
   
  
• Advertisements presenting endorsements by people represented, directly or by implication, to be "actual consumers" should use what or do what instead?
   
  
• Why is the mere disclosure that "not all consumers will get this result" insufficient?
   
  
• When an advertisement represents, directly or by implication, that the endorser is an expert with respect to the endorsement message, then the endorser's qualifications must do what?
   
  
• An expert's endorsement must be supported by what?
   
  
• An organization's endorsement must be reached by what?
   
  
• When must the connection between the endorser and the seller of the advertised product be fully disclosed?
   
  
• What is the given example of a connection ordinarily expected by viewers?
   
  

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