Question

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

Answer 1

Answer:

Third party endorsement

Explanation:

Third Party Endorsement refers to the recommendation from an entity or individual who is neither the manufacturer of the product nor the seller of it (thus, the "third party").

Usually, a Third Party Endorsement is used to persuade consumers to buy the endorsed product since the consumer trusts the endorser.

In this case, Kellogg's product has a seal of the American Heart Association, it is clear that this Association is neither the manufacturer nor the seller of Kellogg's product.

On the other hand, this Association has a reputation of trustworthiness and expertise, this reputation gives consumers the confidence that the product is indeed a healthy choice (as the seal says).

Since the seal is from a third party and it helps to persuade consumers to buy the product, this is an example of "third party endorsement".