The Testimonial as an Advertising Appeal

Abstract

An attempt was made to determine the value of the testimonial method of advertising from the viewpoint of the permanency of the testimonial writer's interest and belief in the worth of the article advertised. Does the writer of a testimonial continue to believe in the worth of the article he first recommended? Does he answer the letters of those requesting advice? The business house for whom this study was made has 279 testimonials in eight different pamphlets. Of the 279 testimonials 53 were written before the year 1916, 85 in 1916, 97 in 1917, 44 during or since 1918. A letter was written stating that the writer had noted that he or she was an enthusiastic user of the article advertised and would appreciate his advice about it. A stamped envelope was enclosed. Mr. was signed to all letters addressed to men and Miss on all to women. Only 49.4 per cent of the replies were favorable; 6.7 per cent would discourage the potential buyer and 43.9 per cent failed to bring forth a response and made no selling appeal whatever. The more recently written testimonials were more effective than the older ones. One hundred eighty-eight, or 67.4 per cent of the 279 testimonials, were written by men, 82 or 29.4 per cent by women, 9 or 3.2 per cent by representatives of institutions. It was noted that 57.9 per cent of the men and 56.1 per cent of the women answered the letter, requesting advice, favorably. Of the 18 doctors who first recommended the article only 44.4 per cent wrote favorable replies, as compared with 49.8 per cent of 261 people other than doctors, 22.2 per cent of the unfavorable replies written by others than doctors. From Psych Bulletin 19:12:00928. (PsycINFO Database Record (c) 2016 APA, all rights reserved)