testimonial

In promotion and of advertising, a testimonial or show consists of a written or spoken statement, from a well-known figure or from a private citizen, extolling the virtue of some product. The term “testimonial” most commonly applies to the sales-pitches attributed to ordinary citizens, whereas “endorsement” usually applies to pitches by celebrities. Testimonials can be part of communal marketing.
Advertisers have attempted to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand’s image and the celebrity’s influence on consumer buying behavior.
For example, Omnicom agency Davie Brown Entertainment has created an independent index for brand marketers and advertising agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent. According to the Wall Street Journal, the so-called “Davie-Brown Index” will “enable advertisers and ad-agency personnel to determine if…

Consumer Generated Media, Customer Video Reviews, and Brand Marketing Strategies tell3000 360x240

Consumer Generated Media, Customer Video Reviews, and Brand Marketing Strategies

Grant Crowell interviews Pete Blackshaw, author of the book about consumer-generated media titled, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000. We discuss how online video is one of the most persuasive forms of consumer generated media today, and where he sees are the “obvious opportunities” for businesses to take advantage of consumer generated media with their own video marketing strategies.