INFLUENCE OF CELEBRITY AND TESTIMONIAL ADVERTISING ON ABSU STUDENTS CHOICE OF LUSH HAIR PRODUCTS
Abstract
The research study examined the Influence of Celebrity And Testimonial
Advertising on Absu Students Choice of Lush Hair Products. The objective of this
are to; determine the role of celebrities in Lush hair testimonial advertisement, find
out audience perception on the use of celebrities in Lush hair testimonial
advertisement, determine the Influence of celebrity advertisement on Lush hair,
identify the preferred medium for the testimonial advertisement of Lush hair. The
researcher made use of survey design method and used Abia State University
students population for the population of study. The researcher used a sample size
of 400 students. The instrument for this research study was questionnaire and the
method of data collection was the primary method of data collection. The researcher
concluded that students liked the use of celebrities in Munch it advertisement. The
role of the celebrity in the advertisement created awareness on the product and made
them buy the hair. The study recommends that advertisers while producing an advert
should consider apart from the messages, simple cues like interesting slogans, good
graphics and music that students can easily identify and empathized with in order
for them to comprehend the advert better and have favourable response towards it.
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