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

85 Pages 8,556 Words 127 Views Microsoft Word Format No. of Chapters: 1 to 5 Chapters

Reference/Bibliography: YES 4,000 NGN PROJECT

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: 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

85 Pages 8,556 Words 127 Views Microsoft Word Format No. of Chapters: 1 to 5 Chapters

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