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Endorsement

An advertising device used in print, online, TV and Radio, where an advertisement uses the affirmation, usually from a celebrity or a public figure, that a product is beneficial and worth buying. This is different from a testimonial, which is an endorsement from a member of the public favourable to a product. Both of these hold merit in advertising, as testimonials are usually volunteered and are regarded as honest, whereas endorsements are generally paid for and less likely to be believed by consumers.

See also:
Testimonials
Advertising Agency Commission
Advertising Research
Advertorial
Fair Balance

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