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 II
APPROVAL PAGE III
DEDICATION IV
ACKNOWLEDGEMENT V
ABSTRACT VI
TABLE OF CONTENTS VII
CHAPTER ONE: INTRODUCTION1.1 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 REVIEWSOURCE 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 RESULTS4.1 INTRODUCTION OF DATA ANALYSIS
4.2 RESEARCH QUESTIONS
4.3 ANALYSIS OF HYPOTHESIS
CHAPTER FIVE: SUMMARY AND RECOMMENDATIONSUMMARY
CONCLUSION
RECOMMENDATION
REFERENCES
BIBLIOGRAPHY
APPENDIXES
QUESTIONNAIRE
