Sunday, February 3, 2008

In our group's opinion, the use of testimonials by advertisers and media makers is the most effective way in persuading individuals.

Before investing in a certain product or service, consumers tend to question the effectiveness and reliability of it. Because it is essential for consumers to see the results of what they intend to invest in, marketers are responsible for providing them with sufficient examples of the outcome of such an investment. By hiring celebrities to testify to the reliability of a product, consumers will be more inclined towards it. Celebrities make advertisments sound more convincing as commoners yearn to be as successful as them and hence they would be more easily bought over.

Also, celebrities have a strong mass appeal and many people look up to them and idolize them for various reasons. By capitalizing on their strengths, celebrities can influence their fans to invest in the company that they are promoting for. For example, Oral-B toothpaste hires the winners of the beauty pageant Miss Singapore Universe to promote the effectiveness of the toothpaste. For those who especially look up to Miss Singapore, they would be convinced to purchase the product.

- Arjun, Edith, Melissa, Toan (09SO6J)

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