A study on the effectiveness of professional testimonials as an appeal in television commercials of health-care products

Consumers are bombarded daily with many health claims in their busy life. To even buy or chose a health-care product, they ask for some authentication to the product. Hence, Television commercials these days has endorsements with health specialist or an actor to state that their particular product is not harmful and clinically tested hundred percent. When few known health specialist endorse the product on screen, the buyers chose the product for their everyday life. Many of the commercials appearing in the regional channels also fall under this category. This study involves content analysis of commercials that had testimonials from doctors or health specialists of health-care product. A survey among Chennai people to study the effectiveness of health related testimonials as an appeal.