Impact Of Testimonial Use On Advertising Effectiveness
(A Case Study Of Kanu Nwankwo In Pear Milk Advertisement)
Testimonial use significantly enhances advertising effectiveness by fostering credibility, trust, and authenticity in consumer perception. Leveraging testimonials, which are personal endorsements of a product or service by satisfied customers, amplifies brand messaging and strengthens consumer confidence. Through relatable narratives and firsthand experiences, testimonials resonate with target audiences, influencing their purchasing decisions positively. Moreover, testimonials provide social proof, validating the quality and reliability of the advertised offering. This validation not only mitigates consumer skepticism but also cultivates emotional connections, driving brand loyalty and fostering long-term relationships. Consequently, testimonial-based advertising strategies yield higher engagement rates, increased conversion rates, and enhanced brand equity, positioning businesses for sustained growth and competitive advantage in the marketplace.
i Title Page
iii Approval Page
iv Dedication
v Acknowledgement
vi Table Of Contents
CHAPTER ONE:
1.0 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
CHAPTER TWO:
2.0 LITERATURE REVIEW
2.1 Source Of Theoretical Frame Work
CHAPTER THREE:
3.1 RESEARCH METHODOLOGY
3.2 Research Instrument
3.3 Research Sample
3.4 Method Of Data Collection
3.5 Method Of Data Analysis
CHAPTER FOUR:
4.0 DATA ANALYSIS AND RESULTS
4.1 Introduction Of Data Analysis
4.2 Research Questions
4.3 Analysis Of Hypothesis
CHAPTER FIVE:
5.0 SUMMARY AND RECOMMENDATION
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Bibliography
Appendixes
Questionnaire
INTRODUCTION
Advertising is a powerful and persuasive machine. It is an exciting, dynamic and fully challenging enterprise. It is a subject that cannot be ignored in our day to day life; infact “a world without advertisement is a bleak world” Awake 1988 Pg 1-6. Advertising is always ahead of us to greet us, Infact it has almost become a thorn in the flesh that the average individual cannot do without. He or she is exposed to several kinds of advertising messages right from the moment he wakes up in the morning until he goes back to bed.
Advertising is a form of mass communication that puts businesses in touch with consumers though paid, controlled, identifiable massages that try to persuade the receiver to make a specific decision towards buying a product.
Advertising has proved to be the cheapest and most successful means of making known goods and services in order to sell them effectively. It is capable of influencing human behaviour towards the purchase of a particular product.
One of the main purpose of advertisement is the imparting and extracting the materialistic virtues of consumption by exploiting achievement derived and emulative anxieties, employing tactics of hidden manipulation, playing on information, etc.
The primary concern with the content of advertising is the question of the degree to which the advertisement is able to convey the selling message; bearing in mind that people buy a particular product to satisfy the needs and wants of the consumers. The advertiser achieves this though a will designed, produced and properly placed advert cope.
The aim of the advertiser in most cases is to induce and create awareness of the values of the advertised products. It also helps to make consumers have the urge to want to possess the product. In essence the advertisers finds out what crates the urge to want to possess a particular product. The aim of every advertisement is to create awareness and sell product and services; it is also used to attract consumers where such product and services could be got.
Owing to this reason, Bernstein (1974: Pg 2) saw advertising as “the originator and communication of ideas about products in order to motivate consumers towards purchase”.
Advertising can also be said to be controversial, it has been praised and yet lambasted. Advocates see advertising as a boost to the economy. “For there to be more jobs in the society, there must be an increase in demand for goods and services, advertising contributes to the accomplishment of this goal. (wright et al,1982 Pg. 6) Advertising can generate and stimulate an economy and create a market where non exist.
The detectors of advertising on the other hand feel, it is a wasteful enterprise. According to them, advertising consist of exploiting human weakness though the use of punchy, persuasive high pressure and aggressive words known as the “hard sell” concept coin by the British advertising association Advertising according to them force people to buy product they had had no intention of buying or something not in their best interest.
Advertisers on the other hand, should always bear in mind that whatever they put in an advertisement affects the consumer’s buying habit as they should be careful about the advert message.
The peak advertisement for example shows that any consumer of the product will have energy for active way of life and also look healthy. This message inspires the consumer’s buying behaviour, this in effect means the consumer’s buying behaviour is greatly influenced by the message he sees or hears. Whatever the case may be advertisers should be able to know what the consumers real needs and wants are, and as such they should be able to make effort to satisfy them.
The bottom line of the consumer’s level of satisfaction to a large extent depend on his behaviour and what really motivates him. Since consumers satisfaction is the goal of every advertiser, pre knowledge of consumer’s buying behaviour will help to facilitate effectiveness and efficiency in advertising.
In most advertisements, advertisers try to match product with the consumers but for this method to be effective, the reason that make people react to certain product should first be considered. The advertiser should also be able to know what appeal to his consumers to enable him know which means would be most appropriate for him to use as his medium to get the consumer to buy his product. The consumers are the main targets of the advertisers, they use different means and weapons at their disposal to induce people into buying products and services, and one of such weapons is through testimonial use. This has become the in thing, in advertisement both at the national and international levels. Testimonial use is the use of stars or well-known public figures in endorsing products or services.
The origin of testimonial use is not documented, but Radolph in (1947) cited it in one of his study. However; among the six types of advertising copy compared, testimonial advertising was found to show the highest readership scores.
The testimonial is usually a well-known member of the public. He can be an actor, actress, sportsman/woman, etc. He is usually known for his achievement in his area of specialization, outside the area he is been used to endorse. The advertiser uses testimonials in endorsement of product to reduce the psychological risk of the consumer by portraying to the prospective consumer that the testimonials are typical users of the product to be advertised.
In Nigeria, the use of testimonials in advertisement is thing that has come to stay. Examples are Kano Nwankwo in peak, Jaja Okocha in Pepsi, Genevive Nnaji in Always Pad’ etc. Advertisers believe using testimonials in advertising helps to boost the testimonial of the product and induce the consumers to buy it, especially when the endorser is the consumer’s model. This can influence the consumer’s buying habit.
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Impact Of Testimonial Use On Advertising Effectiveness:
Testimonials can have a significant impact on advertising effectiveness, influencing consumer attitudes, perceptions, and purchase intentions. Here are several ways in which testimonials can enhance advertising effectiveness:
- Building Trust: Testimonials provide social proof, demonstrating that others have had positive experiences with the product or service. This helps build trust and credibility with potential customers who may be skeptical of traditional advertising messages.
- Emotional Connection: Testimonials often include personal stories and experiences, which can create an emotional connection with the audience. Emotions play a crucial role in consumer decision-making, and testimonials can evoke feelings of empathy, relatability, and authenticity.
- Validation of Claims: Advertising often makes promises and claims about a product or service. Testimonials serve to validate these claims by showcasing real-life examples of how the product or service has benefited others. This can reduce skepticism and increase the perceived reliability of the advertising message.
- Differentiation: In crowded markets, where many products or services offer similar benefits, testimonials can help differentiate a brand by highlighting unique selling points and competitive advantages. Positive testimonials can sway consumers to choose one brand over another based on the experiences of satisfied customers.
- Increased Memorability: Testimonials tend to be more memorable than generic advertising messages. When consumers hear or read about a specific person’s positive experience with a product or service, they are more likely to remember it compared to other forms of advertising.
- Word-of-Mouth Amplification: Testimonials essentially amplify word-of-mouth marketing efforts. When satisfied customers share their experiences in testimonials, they are essentially endorsing the product or service to their social circles, potentially leading to further referrals and sales.
- Overcoming Objections: Testimonials can address common objections or concerns that potential customers may have about a product or service. By hearing from real customers who have successfully overcome these objections, hesitant consumers may be more inclined to make a purchase.
However, it’s essential to note that the effectiveness of testimonials can vary depending on factors such as the credibility of the source, the relevance of the testimonial to the target audience, and the overall quality of the advertising campaign. Additionally, regulations surrounding testimonials and endorsements should be considered to ensure compliance with advertising standards and guidelines.