Scenario 6-4 the Lightning Rod Is a Fishing Rod Being Introduced by Introduced

question 67

Multiple Choice

Scenario 6-4
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a preliminary meeting with its agency, the president of Castaway Sports mentions that the rod can improve casting distance for an average individual by more than 20 percent. The account executive asks if the president has data to support this. The president replies yes. The agency proceeds to produce a series of television spots featuring the endorsement of a well-known celebrity. The spots run on network television and trumpet the improved casting distance that the rod provides. The slogan of the spots is "Lightning Rods--the finest rod ever cast." After about a week, a competitor questions whether the rods really offer the improved performance Castaway Sports claims. The competitor files a complaint with the FTC.
-(Scenario 6-4) To meet FTC standards for the use of a celebrity endorser,

• A) the celebrity must be considered an expert in the field.
• B) the celebrity must actually use the product.
• C) the FTC must approve the spots before they are run.
• D) the celebrity must actually write the statements he or she makes within the advertisement.

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