testimonials
Definition:
Testimonials from celebrities, experts (such as championship dog breeders) or satisfied ordinary users are a familiar advertising tactic in all media. It can be explained as a special case of endorsement advertising, an attempt to exploit SOURCE EFFECT. The J. Walter THOMPSON advertising agency pioneered testimonial advertising in the early days of radio advertising in America.
Cross-References:
[Thompson, J Walter]
[source effect]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier],.