Scribd Logo
Upload

Welcome to Scribd!

  • 29 views

    Katrela & Augustive (2019) : The Study Aimed To Analyse The Specific Type of Humour Preferred Hy The

    Uploaded by

    sunny nasa
    The document summarizes research from multiple studies on the use of humor in advertising: - Studies found that humor in ads is more effective for reinforcing existing positive brand attitudes but less effective for negative attitudes. The impact of humor also depends on the level of involvement with the product. - Humor was found to be more commonly and successfully used in magazine ads for "yellow goods" like appliances. However, ads should not focus solely on humor and should have a clear message. - While humor attracts attention, it does not consistently enhance brand persuasion or credibility. The effects also depend on audience characteristics and product type. - Later studies examined what types of humor different genders prefer in ads and

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Katrela & Augustive (2019) : The Study Aimed To Analyse The Specific Type of Humour Preferred Hy The

    Uploaded by

    sunny nasa
    29 views4 pages
    The document summarizes research from multiple studies on the use of humor in advertising: - Studies found that humor in ads is more effective for reinforcing existing positive brand attitudes but less effective for negative attitudes. The impact of humor also depends on the level of involvement with the product. - Humor was found to be more commonly and successfully used in magazine ads for "yellow goods" like appliances. However, ads should not focus solely on humor and should have a clear message. - While humor attracts attention, it does not consistently enhance brand persuasion or credibility. The effects also depend on audience characteristics and product type. - Later studies examined what types of humor different genders prefer in ads and

    Original Description:

    rol on humor advertisment

    Original Title

    rol final

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes research from multiple studies on the use of humor in advertising: - Studies found that humor in ads is more effective for reinforcing existing positive brand attitudes but less effective for negative attitudes. The impact of humor also depends on the level of involvement with the product. - Humor was found to be more commonly and successfully used in magazine ads for "yellow goods" like appliances. However, ads should not focus solely on humor and should have a clear message. - While humor attracts attention, it does not consistently enhance brand persuasion or credibility. The effects also depend on audience characteristics and product type. - Later studies examined what types of humor different genders prefer in ads and

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    29 views4 pages

    Katrela & Augustive (2019) : The Study Aimed To Analyse The Specific Type of Humour Preferred Hy The

    Uploaded by

    sunny nasa
    The document summarizes research from multiple studies on the use of humor in advertising: - Studies found that humor in ads is more effective for reinforcing existing positive brand attitudes but less effective for negative attitudes. The impact of humor also depends on the level of involvement with the product. - Humor was found to be more commonly and successfully used in magazine ads for "yellow goods" like appliances. However, ads should not focus solely on humor and should have a clear message. - While humor attracts attention, it does not consistently enhance brand persuasion or credibility. The effects also depend on audience characteristics and product type. - Later studies examined what types of humor different genders prefer in ads and

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Chattopdodhay & Basu (1990): The findings of the study were useful.

    It stated that humour


    have no direct impact on brand attitude and purchase intent i e non humour ads were more
    effective than humorous ones. Study also found that humorous ads were more suitable for
    reinforcing pre- existing favourable attitude of audience. The effect of humour in advertisement
    on consumer attitude and choice behaviour is moderated by the message recipient’s prior
    evaluation is positive. Humour ads are more persuasive than non humour ads. However, when
    prior brand evaluation is negative, humorous ads tends to be less effective than non- humorous
    ads.

    Chattopdodhay & Basu (1990), journal of marketing research, vol.-xxvii, 466-476

    Spotts, weinberger & parsons (1997) : The aim of the study was to examine the influence of
    humour on the effectiveness of print advertisements for different products groups. The study
    found that magazine advertisement use humour most commonly to yellow good product groups.
    Here success rate was high. Humour ads were limited to white and yellow goods. This study also
    found that incongruity based humour didn’t increase. Report also urged not to focus only on
    humour ads for ant product. Message dominant that humour should be used in magazine ads
    because they capture and maintain attention.
    Spotts, weinberger & parsons (1997), journal of advertising, vol. 26 , 17-32

    Weinberger & gulas (1992): The study found out the impact of humour in advertising.
    Outcomes of the study is that humour attracts attention and humour doesn’t harm
    comprehension. Humour doesn’t appear to offer an advantage over non – humourous at
    increased persuasion. Humour doesn’t enhance source credibility. Audience factor affected the
    humorous treatment. Humour also appears to be more appropriate for low involvement products
    and feeling oriented products.

    Weinberger & gulas (1992), journal of advertising,vol.XXI,35-39

    Katrela & Augustive (2019) : The study aimed to analyse the specific type of humour preferred hy the
    both genders and weather a humorous advertisement is enough to persuade a consumer to purchase a
    product. Researcher has used a quantitative methodology where inform6 is derived from survey
    methodology. Researcher found that female respondents prefer silliness the most followed by
    comparison and exaggeration where as the men prefer comparison the most. Research found out that
    88% male and 82% female prefer introduction of humour in advertisement.30.5% female and 37.4%
    male are interested in purchasing the product after looking at the advertisement and 34% of total
    sample is influenced to make a purchase.

    Katrela & Augustive (2019), International journal kf scientific research & review,vol.7,

    Warner & Mc grow (2016): Researchers found that humorous is a potentially effective way for
    advertisement to cut through the cutter and increase ad liking. Marketers should proceed with caution.
    Humour advertisement may elicit harmful negative affective reaction in addition to perceived humour.
    Humour content attracts attention and entertains consumer, marketers could benefit from humorous
    advertisement and marketers need to be careful not to inadvertently hurt their brands in the process.
    Researcher recommended that marketers creater humour by depicting begin violation that were midly
    threatening, do not ridicule a specific or group.

    Warner & Mc grow (2016), vol.2,39-67

    Makienko (2014): This paper developed a conceptual framework of how consumer perceive humour
    bannee advertising. They proposed that the use of humour appeal in banner was an effective advertising
    strategy. They also proposed that the effectiveness of humour banner advertising is moderated by a set
    of factors. Humour banners advertising was more effective when it is placed on website that do not
    have a perfect content fit with the advertised product, when online consumer are engaged in
    experimental rathe6 than surfing online behaviour and when consumer have low NFC. Several
    implications that were not intuitive could be drawn from thei6 framework. Managers may expand their
    advertising campaigns to website that doesn’t necessarily have the content that represents the perfect
    fit with advertised product. Placing humour banner advertising on such irrelevant, But very popular
    websites may increase traffic to the company’s website.

    Makienko (2014), , vol.8, 181-198

    Alden, Hoyer & Lee (1993): Thee study marked an important contribution by discovered that humour
    television advertisement in four national culture employees incongruent cognitive structure. As the
    researchers result, though the nation of incongruent contrast structures mat ultimately prove cables od
    serving as a guide to the development of globally standardized communications, certain aspects of the
    ad's message may continue to benefit from adaptation to the targeted national culture. Finally they
    emphasize again that their study didn’t address the issue of ad effectiveness. In the future, relationship
    between use of alternative cognitive structure and effectiveness in generating desired humorous
    responses should be examined.

    Alden, Hoyer & Lee (1993), journal of marketing,vol.57,64-75

    Zhang(1996): The study found that the influence of NFC on the processing of humours ad was examined
    to identify the condition under which humorous would be more effective and to find explanation for the
    inconsistent result of previous studies. The findings were consistent with the result of studies in other
    disciplines that investigated the effect of need for cognition. This study extended such differences to
    humour processing in an advertising context. The result indicated that subjects high in NFC processed
    humour and message differently than those low in NFC.

    Zhang(1996),Journal of Advertising, vol.25,15-32

    Koneska, Teofilvosma & Dimitrueska (2017): The purpose of this research was to present the attitude of
    consumer towards the humorous advertisement and to explore the concept and usage of humour in
    advertising to find our the impact on consumer's purchase decision. The study showed that people like
    humour. People enjoy humour advertisement. Based only on humorous advertisement people were
    ready to purchase goods. Humour attracts attention. Humour influenced on customers buying decision.
    Humour that was related to products and their functionality was superior to unrelated humour. Humour
    was more appropriated for low involvement products and feeling oriented products.

    Koneska, Teofilvosma & Dimitrueska (2017), International journal of economics & business
    studies,vol3,116-123

    Alden, Mukherjee & Hoyer (2000): The result of the study one extended current understanding of the
    mechanism of humours perception in television advertising. When viewer familiarity with the situation
    presented in the ad was high, incongruity produced significantly stronger levels of viewer surprise than
    when familiarity was low. Study two found that surprise related arousals was strongly associated with a
    fearful evaluation when a threat was high, but not when it was low. Finally the result of this study
    replicate the positive relation between perceived humour. As a result advertising managers can be more
    confident that effective humorous attempts will result in stronger liking if the marketing
    communications. This study also showed clearly that ads attempted humour vary in successful
    generation of humours evaluation.
    Alden, Mukherjee & Hoyer (2000), journal of advertising,vol.29,1-15

    You might also like