testimonial advertising

Advertising copy approach using an individual who has tried a product and been satisfied with it to favorably endorse the product. The endorsement may be in the form of a statement or a letter, and the individual may be a well-known personality, such as an actor or athlete, or a satisfied customer appearing as an impartial "person in the street." The idea behind testimonial advertising is that a prospective customer may be favorably influenced to try a product when it has been praised by another impartial consumer, or by a known personality whom the consumer may wish to emulate.