A project report
INFLUENCE OF HUMOR ADVERTISING ON CONSUMER BRAND PREFERENCE
Submitted in partial fulfilment of the requirement for
the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY, MESRA
2. RESEARCH PROBLEM
3. LITERATURE REVIEW
a. TYPES OF ADVERTISING APPEALS
b. TYPES OF HUMOR
c. BENEFITS OF HUMOR
d. MEASUREMENT OF ADVERTISING EFFECTIVENESS
4. RESEARCH HYPOTHESIS
5. RESEARCH METHODOLOGY
6. ANALYSIS AND INTERPRETATION
7. HYPOTHESIS TESTING
8. FINDINGS AND CONCLUSION
Every day people are exposed to a large amount of television advertisements. There are thousands of products on the market and it would be interesting to find out why we respond to certain advertisements and not to others. We thought that it could be interesting to concentrate on humorous advertisements since they are a great part of advertising today. Therefore the purpose of this study is to provide a better understanding of humor in Indian television advertising the extent of the study was to look both on how different types of humor are used and what the benefits of humor are. The data was collected through one on one interview.
When using humor to advertise a product, the main challenge for marketers is to link the advertisement to the underlying brand so as to translate consumer enjoyment to consumer purchase. Humor is a widely accepted form of commercial appeal. It serves the purpose of putting across the message of the advertisements without irritating the audience because of the amusement factor in it. Humor in advertising is risky. A lot of people simply don't have a sense of humor. Many people will not get the joke. They may simply get angry because they don't get the joke. This is fire we are playing with. When done right, humor works - really, really well.
There are numerous humorous advertisements in television. If such humor advertisements do not create any positive changes in consumer brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain. Therefore, it is essential for a marketer to find out the extent to which the humor in the advertisement creates positive changes in preferring the brand of the company. Thus, we have formulated the following research problem:- * Does humor in ads positively influence the consumer’s brand preference? * What are the effects of humor ads on other response variables such as memory, advertising liking, brand attitude and purchase intention?
TYPES OF ADVERTISING APPEALS
The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with advertising. However there are certain other products that provide comfort in life and advertising aims to generate demand for these products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. Here are just some of the various different kinds of advertising appeals seen in the media today: Emotional Appeal
An emotional appeal is related to an individual’s psychological and social needs for...
References: “Humor in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow upon you.”
Source: Julia Miller "Comedy with a Human Face", Advertising Age, January 13, 1992
BENEFITS OF HUMOR
According to Weinberger & Gulas(1992)-
* Related humor is superior to unrelated humor.
According to Fugate(1998), the benefits with humor in television advertising are-
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