THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAK MILK ADVERTISMENT)

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 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.

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

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APA

Gerald, I. (2018). THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAK MILK ADVERTISMENT). Afribary. Retrieved from https://afribary.com/works/the-impact-of-testimonial-use-on-advertising-effectiveness-a-case-study-of-kanu-nwankwo-in-peak-milk-advertisment-2513

MLA 8th

Gerald, IKenna "THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAK MILK ADVERTISMENT)" Afribary. Afribary, 29 Jan. 2018, https://afribary.com/works/the-impact-of-testimonial-use-on-advertising-effectiveness-a-case-study-of-kanu-nwankwo-in-peak-milk-advertisment-2513. Accessed 24 Apr. 2024.

MLA7

Gerald, IKenna . "THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAK MILK ADVERTISMENT)". Afribary, Afribary, 29 Jan. 2018. Web. 24 Apr. 2024. < https://afribary.com/works/the-impact-of-testimonial-use-on-advertising-effectiveness-a-case-study-of-kanu-nwankwo-in-peak-milk-advertisment-2513 >.

Chicago

Gerald, IKenna . "THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAK MILK ADVERTISMENT)" Afribary (2018). Accessed April 24, 2024. https://afribary.com/works/the-impact-of-testimonial-use-on-advertising-effectiveness-a-case-study-of-kanu-nwankwo-in-peak-milk-advertisment-2513

THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS (A CASE STUDY OF KANU NWANKWO IN PEAK MILK ADVERTISMENT)

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