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