THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS

This study is taken to determine if the use of testimonials in advertisement can influence the consumers buying behaviour.
The technique of using testimonials in advert is now the latest in vogue in advertising industries but the extent it affects the consumers buying behaviour lacks adequate justification in terms of tabulated research. It is pertinent in terms of this work that the main reason of carrying out this research work is to find out if the use of testimonial advertisement can influence the buying behaviour of the consumers. In this regard, the following research questions were asked.
1.    Do consumers remember advertised product that featured testimonial more than that without a testimonial?
2.    Does testimonial use have any impact on consumer's buying pattern
3.    Does the use of testimonials increase the credibility of the products?

TITLE PAGE                             II
APPROVAL PAGE                        III
DEDICATION                            IV
ACKNOWLEDGEMENT                    V
ABSTRACT                            VI
TABLE OF CONTENTS                    VII

CHAPTER ONE: INTRODUCTION
1.1    BACKGROUND OF THE STUDY            
1.2    PROBLEM STATEMENT                
1.3    OBJECTIVES OF THE STUDY            
1.4    SIGNIFICANCE OF THE STUDY            
1.5    RESEARCH QUESTION                
1.6    RESEARCH HYPOTHESIS                
1.7    DEFINITION OF TERMS                
1.8    ASSUMPTION                        
1.9    LIMITATION                        

2.1    CHAPTER TWO: LITERATURE REVIEW
SOURCE OF LITERATURE                
THEORETICAL FRAME WORK            

3.1    CHAPTER THREE: RESEARCH METHODOLOGY
3.2    RESEARCH INSTRUMENT                
3.3    RESEARCH SAMPLE                    
3.4    METHOD OF DATA COLLECTION            
3.5    METHOD OF DATA ANALYSIS            

CHAPTER FOUR: DATA ANALYSIS AND RESULTS
4.1    INTRODUCTION OF DATA ANALYSIS        
4.2    RESEARCH QUESTIONS                
4.3    ANALYSIS OF HYPOTHESIS

CHAPTER FIVE: SUMMARY AND RECOMMENDATION
SUMMARY                        
CONCLUSION                        
RECOMMENDATION                    

REFERENCES                        
BIBLIOGRAPHY                        
APPENDIXES                        
QUESTIONNAIRE