Introduction
Testimonials are written or spoken statements from a public figure and sometimes from a private person, who exalt the virtue of a product. This means that a product that has been advertised using this method are highly accepted by many bearing in mind that they have a feeling of how good the product is and how it is effective to make use of it. The testimonials used to sales pitches area attributed to ordinary citizens and endorsement usually applies to pitches by celebrities. In order for a person to qualify in marketing then with the use of testimonials will mean that people will be aware of products that are used. This means that people in public are aware of a product and to what extend this product can be used to bring changes that are desirable. There are different types of testimonials tat can be used in advertising so that a product can be made known to public. In coming up with testimonials that are important and lead to high sales there is need for a marketer to first know the perceptions of the audience and from this point of view then one will know exactly what is top be done so that advertising can be effective.( Krakauar,1995,pp25)
There are four types of testimonials and include: customers in this testimonial are offering of about 30% increase in business which is seen to be unusual but business to business will offer double or triple results through the use of consumer testimonials. There are celebrities which are not as believable as customers they are not credible because they are paid. This will mean that a marketer will know whether to use a celebrity that will change the attitude of a company in a positive or negative way but the fact is that celebrities increase awareness ...