Our group feels that the testimonial method is the most widely used media tool.

Sometimes, consumers may feel a little skeptical or have queries about new products as they are unsure if these new products are effective or safe. As such, they may want substantial evidence to prove that the products are effective or safe. For some consumers, substantial evidence may be in the form of testimonials. Testimonials of famous people or respected institutions or the use of an idea to sell a product may make consumers feel that since a famous person says that a particular product works for him, it may work for them too. Consumers may also feel that since the famous person has agreed to endorse a particular product, the product must be safe. This helps to alleviate the fears that some consumers may have of a particular product thereby helping to convince those consumers to buy a particular product. A good example would be testimonials from the slimming centre, Expressions. Many of their advertisements use testimonials of celebrities who have managed to slim down after going through their slimming programme.

Testimonials may also persuade consumers to purchase a product if the consumers are fans of the famous person or respected institution whose testimonial was used or if they believe in the particular idea used.

Charlene, Inez, Isis and Bryan (09S03K)