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THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAR MILK ADVERTISMENT)
- Format: Ms Word Document
- Pages: 79
- Price: N 3,000
- Chapters: 1-5
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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. Advertising Effectiveness
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. Advertising Effectiveness
Title page ii
Approval page iii
Dedication iv
Acknowledgement v
Table of contents viChapter 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
