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 Accountancy

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.

TABLE OF CONTENTS
Title page                                     ii    
Approval page                                iii
Dedication                                    iv
Acknowledgement                                v
Table of contents                                vi

Chapter one:
 Introduction                                1
1.1    Background of the study                        1
1.2    Problem statement                            6
1.3    Objectives of the study                        8
1.4    Significance of the study                        9
1.5    Research question                            9
1.6    Research hypothesis                        10
1.7    Definition of terms                            11
1.8    Assumption                                14
1.9    Limitation                                15

Chapter two:
Literature review                                16
2.1    Source of literature                        16
2.2    Theoretical framework                        25
    
Chapter three:        
Research methodology                             28
3.1    Research design/Method                        28
3.2    research instrument                        29
3.3    research sample                            29
3.4    method of data collection                        31    
3.5    method of data analysis                        32

Chapter four:
Data analysis and results                            33
4.1    Introduction of data analysis                    33
4.2    Research questions                            37
4.3    Analysis of hypothesis                        42

Chapter five:
Summary and recommendation                        49
5.1    Summary                                49
5.2    conclusion                                52
5.3    recommendation                            53
5.4    Appendixes                                 55
5.5    Bibliography                            56
5.6    questionnaire                            59