THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS
(A CASE STUDY OF KANU NWANKWO IN PEAR MILK ADVERTISMENT)
By
ANEKE CHIDIMMA PEACE
Presented To
Department of Mass Communication
ABSTRACT
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?
TABLE OF CONTENTS
TITLE PAGE IIAPPROVAL 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
- FOR ENQUIRY
- [email protected]
- 09019904113
About E-Project Material Centre
E-Project Material Centre is a web service aimed at successfully assisting final year students with quality, well researched, reliable and ready made project work. Our materials are recent, complete (chapter 1 to Minimum of Chapter 5, with references) and well written.INSTANT ACCESS! INSTANT DOWNLOAD. Simply select your department, choose from our list of topics available and explore your data
Why Students Love to Use E-Project Material ?
Guaranteed Delivery Getting your project delivered on time is essential. You cannot afford to turn in your project past the deadline. That is why you must get your project online from a company that guarantees to meet your deadline. e-Project Topics Material Centre is happy to offer instant delivery of projects listed on our website. We can handle just about any deadline you send our way. Satisfaction Guaranteed We always do whatever is necessary to ensure every customer's satisfaction
Disclaimer
E-Project Topics Material Centre will only provide projects as a reference for your research. The projects ordered and produced should be used as a guide or framework for your own project. The contents of the projects should be able to help you in generating new ideas and thoughts for your own project. It is the aim of e-Project Topics Centre to only provide guidance by which the projects should be pursued. We are neither encouraging any form of plagiarism nor are we advocating the use of the projects produced herein for cheating.
Terms and Condition
Using our service is LEGAL and IS NOT prohibited by any university/college policies You are allowed to use the original model papers you will receive in the following ways:
- As a source for additional understanding of the subject
- As a source for ideas for you own research (if properly referenced)
- For PROPER paraphrasing ( see your university definition of plagiarism and acceptable paraphrase) Direct citing ( if referenced properly)
