1. Why might an endorser want to limit the term of an endorsement contract with a company?
2. Why do you think the FTC creates laws governing celebrity endorsements?Whom do these laws benefit?
3. Explain why celebrity endorsements are risky agreements for companies.
4. Explain how agencies like Celebrity DBI help companies pick the best celebrity to endorse their product.What benefits do they provide?Can you think of any downside to this process?
5. Look over the Celebrity DBI index list of top 10 endorsers for 2011.How might the list have changed since then?Explain factors that might cause the current list to be different.
6. Why is it important for companies to consider the endorser's relationship with their product?How can this impact the power of the celebrity to connect with the market?Give an example.