Testimonial: the great effecter
I believe we have such an experience when we felt an urge to purchase a product which our neighbors vouch it is good, like "Hey, you know what? Try this one. This is really great, because it gives you best..." so on and so forth. Indeed, the close relationship through communications over years establishes a strong credibility. For example, when your father says Liempo is really delicious, would you doubt that it is not, as soon as possible? That is very doubtful. Indeed, once a consumer has a strong trust or affirmation towards a person, then he or she is susceptible to that person's word, as it had been almost true.
Let's take examples for better understanding.
This is a perfect example. Among soccer maniacs, there is no person who does not know this guy, cristiano ronaldo. He is one of the best soccer players over the world. Therefore, what he says about soccer is almost like a bible of soccer. With this context, if he vouches for Nike soccer shoes, then how can soccer maniacs say NO to his testimonial? Consumers buy Nike shoes not because of its functions, but rather the testimonials from famous soccer players. \
Next example is David Beckham. Yes, he is a famous soccer player, but he is also known for his fashions
and sensational trends he create. His tattoos, the way he wears clothes, and even his hair styles influenced fashion trends over the world. Thus, he became a fashion icon, leading his status to almost a model, not a soccer player.Though some criticize that his great talent in soccer was wasted because of his obsession with his fame. However, there is no doubt that he is very influential when it comes fashion brands. Then, when the consumers purchase goods Beckham advertised, they assume that they might look like David Beckham.
Indeed, there are many other ways advertising companies exploit to maximize the cost they put to make ads. However, I do believe that the testimonial, especially the one from the celebrity is the most effective one, because it directly influences consumers' mind, appealing to the credibility of them.
Indeed, there are many other ways advertising companies exploit to maximize the cost they put to make ads. However, I do believe that the testimonial, especially the one from the celebrity is the most effective one, because it directly influences consumers' mind, appealing to the credibility of them.
See if you feel an urge to buy new Nike soccer shoes!
