THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS

( A CASE STUDY OF KANU NWANKWO IN PEAR MILK ADVERTISMENT)

COMPLETE PROJECT  MATERIAL COST 2500 NAIRA OR $10

. A FRESH TOPIC NOT LISTED ON OUR SITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

 

Note:  We accept bank transfer, ATM cash transfer , Online payment using your ATM , Western union bank transfer.  We will respond to you anytime of the day. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

CHAPTER ONE: INTRODUCTION

1.1            BACKGROUND OF THE STUDY                     1

1.2            PROBLEM STATEMENT                                  7

1.3            OBJECTIVES OF THE STUDY                         8

1.4            SIGNIFICANCE OF THE STUDY                     9

1.5            RESEARCH QUESTION                                    10

1.6            RESEARCH HYPOTHESIS

1.7            DEFINITION OF TERMS                                   12

1.8            ASSUMPTION                                                    15

1.9            LIMITATION                                                      15

2.1            CHAPTER TWO: LITERATURE REVIEW

SOURCE OF LITERATURE                               17

THEORETICAL FRAME WORK                       26

3.1     CHAPTER THREE: RESEARCH METHODOLOGY

3.2     RESEARCH INSTRUMENT                              29

3.3     RESEARCH SAMPLE                                        30

3.4     METHOD OF DATA COLLECTION                           32

3.5     METHOD OF DATA ANALYSIS                      33

CHAPTER FOUR: DATA ANALYSIS AND RESULTS

4.1            INTRODUCTION OF DATA ANALYSIS                   34

4.2            RESEARCH QUESTIONS

4.3            ANALYSIS OF HYPOTHESIS

CHAPTER FIVE: SUMMARY AND RECOMMENDATION

SUMMARY                                                         51

CONCLUSION                                                    54

RECOMMENDATION                                        55

REFERENCES

BIBLIOGRAPHY                                                          59

APPENDIXES                                                     57

QUESTIONNAIRE                                              61

                                           CHAPTER ONE

INTRODUCTION

1.1            Background of the study

Advertising is a powerful and persuasive machine. It is an exciting, dynamic and fully challenging enterprise. It is a subject that cannot be ignored in our day to day life; infact “a world without advertisement is a bleak world” Awake 1988 Pg 1-6. Advertising is always ahead of us to greet us, Infact it has almost become a thorn in the flesh that the average individual cannot do without. He or she is exposed to several kinds of advertising messages right from the moment he wakes up in the morning until he goes back to bed.

Advertising is a form of mass communication that puts businesses in touch with consumers though paid, controlled, identifiable massages that try to persuade the receiver to make a specific decision towards buying a product.

Advertising has proved to be the cheapest and most successful means of making known goods and services in order to sell them effectively. It is capable of influencing human behaviour towards the purchase of a particular product.

One of the main purpose of advertisement is the imparting and extracting the materialistic virtues of consumption by exploiting achievement derived and emulative anxieties, employing tactics of hidden manipulation, playing on information, etc. The primary concern with the content of advertising is the question of the degree to which the advertisement is able to convey the selling message; bearing in mind that people buy a particular product to satisfy the needs and wants of the consumers. The advertiser achieves this though a will designed, produced and properly placed advert cope.

The aim of the advertiser in most cases is to induce and create awareness of the values of the advertised products. It also helps to make consumers have the urge to want to possess the product. In essence the advertisers finds out what crates the urge to want to possess a particular product. The aim of every advertisement is to create awareness and sell product and services; it is also used to attract consumers where such product and services could be got.

Owing to this reason, Bernstein (1974: Pg 2) saw advertising as “the originator and communication of ideas about products in order to motivate consumers towards purchase”.

Advertising can also be said to be controversial, it has been praised and yet lambasted. Advocates see advertising as a boost to the economy. “For there to be more jobs in the society, there must be an increase in demand for goods and services, advertising contributes to the accomplishment of this goal. (wright et al,1982 Pg. 6) Advertising can generate and stimulate an economy and create a market where non exist.

The detectors of advertising on the other hand feel, it is a wasteful enterprise. According to them, advertising consist of exploiting human weakness though the use of punchy, persuasive high pressure and aggressive words known as the “hard sell” concept coin by the British advertising association Advertising according to them force people to buy product they had had no intention of buying or something not in their best interest.

Advertisers on the other hand, should always bear in mind that whatever they put in an advertisement affects the consumer’s buying habit as they should be careful about the advert message.

The peak advertisement for example shows that any consumer of the product will have energy for active way of life and also look healthy. This message inspires the consumer’s buying behaviour, this in effect means the consumer’s buying behaviour is greatly influenced by the message he sees or hears. Whatever the case may be advertisers should be able to know what the consumers real needs and wants are, and as such they should be able to make effort to satisfy them.

The bottom line of the consumer’s level of satisfaction to a large extent depend on his behaviour and what really motivates him. Since consumers satisfaction is the goal of every advertiser, pre knowledge of consumer’s buying behaviour will help to facilitate effectiveness and efficiency in advertising.

In most advertisements, advertisers try to match product with the consumers but for this method to be effective, the reason that make people react to certain product should first be considered. The advertiser should also be able to know what appeal to his consumers to enable him know which means would be most appropriate for him to use as his medium to get the consumer to buy his product. The consumers are the main targets of the advertisers, they use different means and weapons at their disposal to induce people into buying products and services, and one of such weapons is through testimonial use. This has become the in thing, in advertisement both at the national and international levels. Testimonial use is the use of stars or well-known public figures in endorsing products or services.

The origin of testimonial use is not documented, but Radolph in (1947) cited it in one of his study. However; among the six types of advertising copy compared, testimonial advertising was found to show the highest readership scores.

The testimonial is usually a well-known member of the public. He can be an actor, actress, sportsman/woman, etc. He is usually known for his achievement in his area of specialization, outside the area he is been used to endorse. The advertiser uses testimonials in endorsement of product to reduce the psychological risk of the consumer by portraying to the prospective consumer that the testimonials are typical users of the product to be advertised.

In Nigeria, the use of testimonials in advertisement is thing that has come to stay. Examples are Kano Nwankwo in peak, Jaja Okocha in Pepsi, Genevive Nnaji in Always Pad’ etc. Advertisers believe using testimonials in advertising helps to boost the testimonial of the product and induce the consumers to buy it, especially when the endorser is the consumer’s model. This can influence the consumer’s buying habit.

1.2            Statement of problem

The aim of advertisement is to create awareness for goods and services to consumers and promote the sales of such goods and services.

Based on this, the hurdles of this research are:

1. To find if the use of testimonials in advertisement influences the buying pattern of the consumer. Eg the use of Kanu Nwankwo in Peak Milk Advertisement.
2. To find out if the presence of these testimonials have any impact on the retentive memory of the consumer.
3. To find out the credibility of such advert messages as a result of cure use of testimonials.
4. To find out the impact of using testimonials on advertising on the consumers.

1.3            Objectives of the study

The study is aimed at examining the extent to which consumers can be influenced by the use of testimonials in advertising.  If the use of testimonials can make consumers to either buy or not. It is a known fact that advertising is money generating sector to any functional media house; It helps to sustain the media houses. Everyday advertisement takes a new lift. It develops with time. Firms and corporation non makes use of their product commercial to sponsor both local and network programmes . This is done in order for their products and services to get recognition which will in turn help to promote business and sales. AS a result of this, advertisers embark on different strategies to achieve effective advertising promotions and one of such strategy is the use of both national and international testimonials in advertisement.

1.4            Significance of the study