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Influence of humor advertising on consumer brand perception

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by

Zumuruda Adams

on 7 November 2013

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Transcript of Influence of humor advertising on consumer brand perception

Influence of humor advertising on consumer brand perception
Introduction
• Humor is often used in print and television media to sell products. How effective is it? It depends on how you look at it.

It is interesting to know what is the impact of ads on sells. Even if people find the humor amusing, does it sell?
• The important thing with humor is that it is open to misinterpretation. The risk is that others might find it offensive.

Humor in advertising remains controversial


Advantages
Humor attracts attention
Humor can help increase ad message retention
Source credibility can be enhanced by humor
Humor enables a more positive image and a more approachable product to the consumer.
Disadvantages
The audience perception
Humor is open to misinterpretation
Different things are funny to different people
Advertising humor can backfire
How can you plan the use of humor?
1. Focus on the receiver’s identity, not yours
2. Never use cartoons as just another form of teaser copy
3. Focus on affinities
4. Psycho graphics not demographics
5. Make sure the recipient comes out on top


presented by
Zomoroda Adam
Fatima Arab

The key to funny advertising is assuring the humor is appropriate to both product and customer.
Humor can be defined as the capability to be laughing at things, the way in which everybody sees that some things are entertaining, or the value of being funny.
What is humor advertising ?
Common types of humor used in advertising
Juxtaposition
Personification
Sarcasm
Exaggeration
Shock
Personification
Outline
Introduction
What is humor advertising?
Common types of humor
Advantages and Disadvantages
How can you plan the use of humor?
Brand Perception
How humor in advertising affects customers?
Conclusion
Brand perception
Previous experience with the brand
Interactions with sales, customer service, and other employees
Recommendations from friends and colleagues
Reviews by reputable sources
Advertising

funny ad affects customers’ attitude therefore, advertising organizations should identify suitable products to be advertised through funny appeal at the appropriate time and at
the right place.

How humor in advertising affects customers
Conclusion
Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behavior.
The key to funny advertising is assuring the humor is appropriate to both product and customer.

Exaggeration
Shock
Full transcript