Title: Navigating the Comedy Minefield: Crafting a Humour in Advertising Thesis

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Therefore, the consumers of “yellow goods” are variety seeking buyers. Is the humor used in the ads
appropriate for the products? Why? 4. Many purchases are routinized that we may not realize we
have made them until we check our shopping cart. They are used to create greater customer
satisfaction, increase customer base, and to help cut down on errors. This reinforces the popular
belief that a human mind. It is simple and attracts a lot of regional audiences. For him, the humor is
close to humor of a cartoon and he did not find it funny. There are 8 statements that describe 3 types
of purchase decisions men- tioned in the theoretical study: affective choice, attitude-based choice
and attrib- ute-based choice. The “losers” are associated with some group by gender, age, occupation
or race. A 30 second TVC has 4 peak points and 15 second has only 3. Consumer decision process
Figure 7 shows five stages of considerations that arise when a consumer faces a new and complex
purchase situation. An advert might leave one person in stitches of laughter and the other with a bad
taste in their mouth. To find out effectiveness among 15 second and 30 second ads, a question was
framed that. This easily gets spread on social media and you can reach a wider audience at a low
cost. After gathering information and creating an evoked set of alternatives, the con- sumer engages
in the next stage, evaluation of alternatives. In fact, people wanted it more than ever to help bring
back some normality to their lives. On Your About Page The about page is where you show the
personality of your brand, feel of your team, and the purpose of your company. Humor has relatively
impact on en-couraging repurchases but appropriate for building brand’s image and gain con-sumer’s
fondness. For this purpose, the research requires two types of data: pri- mary data and secondary
data. Page 35. These two were included in “Creative advertising”, a collection of re- cent ideas and
techniques from advertising campaigns. Although he might seems like a careless consumer but this
routinized purchase reduces the time and energy he has to spend for “mundane” decision. The
process of consumer’s decision making consists of five stages, not all type of decisions undertake all
the stages and in a pre-determined order. Our Link ad testing database also shows that not only is it a
great way to get a reaction, but it can make your advertising really stand out from the crowd.
Experiential sources (handling, examining, using the product). Figure 11. Information sources for a
purchase decision For example, when you want to see a movie, you may search your memory for
past experiences at several cinamas (personal experience). In-depth interview’s results showed that
personification, surprise, silliness and exaggeration humor are ef-fective in attract attention but can
distract consumers from urges to purchase. When shopping for “yellow goods”, consumers usually
make affective choice and attitude-based choice. Roshan Shanbhag My thesis proposal My thesis
proposal Polytechnic University of the Philippines A project report on advertising effectiveness A
project report on advertising effectiveness Projects Kart Questionnaire for advertisement
Questionnaire for advertisement SusanTyler My Master's thesis: Shifting advertising strategies and
designs - Consequenc. There have been many research studies humor as an appeal used in
advertising but very few study the persuasion of power on consumer’s decision. It seems that there’s
a direct correlation with how clever the play on words is, and the success of it actually making
people laugh. As a result of this thesis, Vietnamese consumers tend to undertake nominal and limited
decision making.
By maintaining a fair mixture of these, they can bring effective ads to the table. Finally, the
independent sources like Internet searches and rating forums are not so pop- ular in packaged food
and beverage products. It is essential that it is not only relevant to your target audience, but also
appropriate to the media context. Gratuit Biberon 60 Ans Femme Fete Humour Idee Cadeau.
Humorous TV com- mercials have also dominated the Superbowl advertising over the years and au-
diences including football fans consider commercials as tradition. Later, they gladly enjoy a big and
delicious order in KFC. A set of three print advertising of Vinamilk, a dairy brand is given to
determine its influence on Vietnamese consumer’s decision making process. Consumers may already
have a few beliefs about cookies but most will buy a particular brand with little evaluation before the
purchase. In this study, however, sarcasm is a separate category in- cluding blatant ironic responses
or situations. With products that are already familiar to consumer, humor has relatively little impact
on encouraging repurchases but is appropriate tactic to build brand’s image and gain consumer’s
fondness. 6.3 Recommendations for future research The scale of the research is quite limited because
of the study’s limited resources. An advert might leave one person in stitches of laughter and the
other with a bad taste in their mouth. Humor is an effective method of attracting attention to
advertisements. This product category includes everyday use products and commodities such as
toilet paper, salt and pepper. Humour that is all about context can be lost if the shared knowledge is
not there across markets. It is also the chosen tech- nique in this research. Surprise can be very
effective in making the brand memorable because of its unexpected nature. All respondents were
able to tell the message of the commercial and found it quite amusing. Overall, person- ification can
deliver great entertainment value but the effectiveness of the mes- sage is quite vague. Therefore, this
study aims to answer these questions and sub questions: What is humour in advertising. An inactive
problem is one of which the consumer is not aware. Marketing Thesis Report Marketing Thesis
Report A Research on Impact of Television Commercial on the Youth upon purchasing be. Roshan
Shanbhag My thesis proposal My thesis proposal Polytechnic University of the Philippines A project
report on advertising effectiveness A project report on advertising effectiveness Projects Kart
Questionnaire for advertisement Questionnaire for advertisement SusanTyler My Master's thesis:
Shifting advertising strategies and designs - Consequenc. It is simple and attracts a lot of regional
audiences. Marketers for this product type should influence variety seeking consumers by: Using
promotions like lower prices, special deals, coupons. Consumers imagine or picture using the product
or service and evaluate the feeling that this use will produce. It is clear that the buying process starts
long before and proceeds after the actual purchase (or not to buy decision). As mentioned, humor is
often executed by using incongruity, the initial response may be a cog- nitively recognition of
discrepancy. As a result of this thesis, Vietnamese consumers tend to undertake nominal and limited
decision making. This can be done by speaking the language, your look, and your style of living like
the region you are targeting. The next three questions asked respondents about their frequency,
information sources and decisions in shopping for pack- aged food and beverage.
An- other idea is pun itself could be hard to understand and deliver the humor for every audience.
This method is increasingly executed in data collec- tion for business and management research
(Saunders et al. 2009). The patterns displayed in quantitative research can be enriched with the
addition of qualitative information (Proctor 2003). My thesis proposal My thesis proposal A project
report on advertising effectiveness A project report on advertising effectiveness Questionnaire for
advertisement Questionnaire for advertisement My Master's thesis: Shifting advertising strategies
and designs - Consequenc. A respondent described it as funny but “not the kind that you laugh out
loud”. However, linking humour to the brand is an important part of the puzzle. The information
search should yield a few groups of alternatives. This process is much more effortful and time
consuming than affective and attitude based choice. Romaniuk from the Ehrenberg Bass Institute for
Marketing Science. All three respondents are confused by the commercial’s message. Manholtra, N.
1999. Marketing Research: An Applied Orientation. The other types of humor such as pun, sarcasm
and comparison are perceived by consumers not as entertaining. In these situations, marketers have
to con- vince consumers to replace their habit with a new one. The reason for this ad is creativity
used in the ads, humor appeal and. Therefore there is very little motivation in finding information
about the product. Then, the consumer decision making process and purchase behaviour will be
studied and presented in detailed (2) to deliver a theoretical foundation for the empirical research of
humorous advertising on Vietnamese consumer’s buy- ing behaviour (3). Two people in a library
argue about which part of an oreo is better, cookie or cream. The parameters that were measured
using the questionnaire included last ad recall, factors. Definitely not Not likely Undecided Most
likely Definitely will 11. This thesis is done with respect to only 15 and 30 sec spots. Humour grabs
our attention and that’s one of the reasons it’s become so wildly used in advertising. Do they feel
something when they see your social ad, landing page, video, or email. You can catch me on Twitter,
Facebook and Pinterest. It is simple and attracts a lot of regional audiences. The second interview
was conducted with a single woman, recently graduated and working as an accountant. For this
reason, the empirical research aims to identify how humour used in advertising campaigns of
packaged food and beverage products impact Vietnam- ese consumer’s purchase behaviour. To
maintain validity and relia- bility, this empirical study concentrates on studying Vietnamese consumer
be- haviour and acquires empirical data among Vietnamese consumers. Even though there are various
ap- proaches in using humorous appeal, advertisers have to invest in researching their consumer like
one has to understand his wife. Another example is the commercial for the Weather Channel in
which two men paint their faces red and blue in an effort to predict the weather. 7. Surprise -
Includes all advertisements where humor arises from unexpected situations. Many purchases are
routinized that we may not realize we have made them until we check our shopping cart. A mean to
achieve this ultimate goal is advertising appeal, which is a force that stimulates customer mindset
towards the product or service and initiates buying decision.
Marketers need to continuously study affect-based decisions because they re- quire different
strategies than the cognitive decisions. They are well placed to set the right tone to target the
audience you are after. To create an effective message, advertiser should acknowledge the
differences of product in involvement and hedonic value. Find a way to incorporate your offering in
there, but try to hit the same chord as the person jumping out of a wedding cake does. To measure
suitability of 15 second and 30 second ads in different circumstances, the. There have been many
research studies humor as an appeal used in advertising but very few study the persuasion of power
on consumer’s decision. Essential in conducting a survey is questionnaire, a data- collection
instrument that consists of various types of questions given to the re- spondent to acquire desired
information (Proctor 2003). As mentioned, humor is often executed by using incongruity, the initial
response may be a cog- nitively recognition of discrepancy. The results often are affective choice or
attitude choice. As consumers want something new and different so more visitors are going to buy
your product. Humor does not necessarily harm comprehension and may in fact in- crease memory
for advertising claims if the humor is relevant to the adver- tised brand. These can be seen in movies,
at tourist places, or on social media. With new product, humorous advertising can draw consumer
attention and access consumer’s long Page 53. Seven in 35 respond- ents get information by
receiving recommendations from family or friends. Instead, they passively learn about the products
by watching Page 21. The advertisements were examples of seven types of humour: comparison, ex-
aggeration, personification, surprise, pun, sarcasm and silliness.The respondent was asked to express
their ideas about each advertisement or about the ones he or she liked. They all shared that they have
consumed Vin- amilk products. But don’t stop there, try adding in an animated gif to your actual
email or a punchy headline and sub-headline. We also use third-party cookies that help us analyze
and understand how you use this website. From another opinion, a success surprise humor used in
advertising can make the consumer recall the brand and make it stand out from the shelves. 5.4.5 Pun
The commercial introduces a new product of Cheez it called Zingz. Among seven types of humor,
personification, surprise, silliness and exaggera- tion is evaluated to have the most entertaining value.
They are used to create greater customer satisfaction, increase customer base, and to help cut down
on errors. On one page the ad features a happy family in a Christmas picture that is to be sent to the
grandmother. Market leading brands will encourage habitual buying by dominating shelf space,
keeping shelves stocked and running frequent advertising. This method is increasingly executed in
data collec- tion for business and management research (Saunders et al. 2009). The patterns
displayed in quantitative research can be enriched with the addition of qualitative information
(Proctor 2003). Humorous comparison was perceived as a common tactic that they all saw a lot on
TV since it can easily deliver the message of the product or cam- paign. You know those ads that
feature an animal dressed in a suit and tie, driving a car, or reading a newspaper. Collaborate with
these influencers, just search with hashtags on Instagram and you will get benefited. Here’s 5 types
of humor that can help you create a better connection with your audience. 1. The Surprise Approach
As we know from a real-life basis, surprise is known to trigger a comedic response. In this study,
however, sarcasm is a separate category in- cluding blatant ironic responses or situations.
Where there is the hidden promotion of the product. When information is difficult to find, consumers
face time pressures, they have a tendency to make attitude-based choices. They will be in tune with
the humour types that resonate. The ability to differentiate advertised brand and product is not so
significant compare to the humor types mentioned above. There were 21 in 35 respondents (60%)
answered “yes” and 14 respondents (60%) answered “No”. An advertisement for Lexmark fea- tures
a sister and a brother in conflict. Other product types and their use of hu- mour in advertisement are
not covered in this paper. 2 Humor in advertising 2.1 What is humor? Humor is a universal
phenomenon that is easy to spot and enjoy, often triggering laughter. The product color matrix is pre-
sented to demonstrate the differences between products that need to be consid- Page 16. Very bad,
it is unclear and difficult to understand Bad Average Well Very well, it is clear and easy to
understand 8. With an expensive and complex recreational product like a tablet, the author considers
the attributes of one brand at a time and sees how each brand relates to the results she hope to get
from her decision. Page 26. In consumer’s next purchase, they will buy the same brand if the
experience is favorable or pick another brand just to try something different. Many of these
comparisons go over the top, and that’s what makes them appeal to our sense of humor. A 30 second
TVC has 4 peak points and 15 second has only 3. There is no direct relationship between humour and
remembering the brand, even when the humour is laugh out loud funny. My thesis proposal My
thesis proposal A project report on advertising effectiveness A project report on advertising
effectiveness Questionnaire for advertisement Questionnaire for advertisement My Master's thesis:
Shifting advertising strategies and designs - Consequenc. The incongruity can arise from
incongruous events and images, a pun or word with two meanings. 2.2 Types of humor in advertising
media There is no universally accepted classification of humor types but there is per- ceived
importance to sort humor in to conceptual, theoretical or practical-oriented categories (Specks,
1972). The interviewer will also suggested and initiated the flow of the con- versation, encouraged
the respondent to be active in exchanging ideas and shar- ing perspective. Page 39. You can also
give your business stickers or printed materials of your brand to customers, and you get marketed
wherever they go. If consumers cannot come to a final resolution, then the external information
search is initiated. If not, your offering might be overlooked, forgotten, or even intentionally
ignored. In a recent study of Weinberger and Gulas (2005), they state that consumer nondurables
including soft drinks, alcohol products, snacks and candies received strong support for being well
suited humor (70 per- cent of top U.S. agencies). Many executives also expressed that humor is spe-
cifically ill suited to business services, medical services, and higher education and durable products.
Humor varies in their effectiveness and perceived differently across demographic groups, cultures
and even among individuals. The target population was selected by random sampling. An- other
respondent criticized this type of humor as entertaining but only for a short time; she might be bored
with it when watching it for several times more. Here are 44 funny coronavirus memes that will
make. Manholtra, N. 1999. Marketing Research: An Applied Orientation. But, It does help your
message be more unique and expressive, which is almost always a plus. 5. The Use of Comparison
This tactic puts two or more things beside each other to create a stark contrast. Definitely not Not
likely Undecided Most likely Definitely will 13. There are three types of decision process that
consumers might undertake. The about page is an opportunity to show people the core of your
company, what makes you tick, and humor tends to be a nice compliment.
They help bring an added sense of humor to the ad, cereal box, or brand as a whole. A study on
impact of Online Advertising on consumer buying behaviour for mobi. Similarly, humour has various
approaches when designed for diverse product type. However, linking humour to the brand is an
important part of the puzzle. Viewers are more likely to remember an advert that made them laugh,
or in fact feel sad. In fact, people wanted it more than ever to help bring back some normality to
their lives. The research revealed that humorous advertising has impact on consumer’s recall when
accompanied by aligning campaign and product placement. Unless the sales response to the
advertising is immediate and overwhelming, it is almost. What this study would imply for managers
is that it would let them revisit their existing. In other situations, such as buying a new house or
deciding between an iPhone and an Android phone, the process gets more complicated and con-
sumers have to be more involved in making decision. Use more visual symbols and imagery because
they can easily be remem- bered and associated with the brand. A Research on Impact of Television
Commercial on the Youth upon purchasing be. Still, humor appears in various forms that such a
standard definition cannot cover. This type of humor works better than the com- parison humor
because it attracts attention by the silliness and is unexpected. Catanescu and Tom’s (2001) research
shows that humor is used more in televi- sion advertisements than in print advertisement. The choice
includes personal, commercial, independent sources of information. The second stage included
designing the final questionnaire and administering the same. Sar- casm is a humor type that needs to
be used with caution because it can easily offending an individual or a group of audience. As a result
of this thesis, Vietnamese consumers tend to undertake nominal and limited decision making.
Marketers can apply this approach to brands that have important attribute based advantages but lack
strong reputations or images (Percy et al 2002). Similar study could also conduct focus group and
record devices for better observation of the respondents. Page 54. Brandhome research fact:
technology is more reliable than marketing. Humorous comparison was perceived as a common tactic
that they all saw a lot on TV since it can easily deliver the message of the product or cam- paign.
Example of unexpected and situation humor Figure 3. My Master's thesis: Shifting advertising
strategies and designs - Consequenc. When the product is expensive, risky, infrequently pur- chase
such as cars and computers, high involvement in making decision is nec- essary. The university
student expressed that this commercial might made him pay more attention to the product. As he
breathes a sigh of relief, the punch line hits the Page 10. Consumers associate evaluative criteria with
desired benefits. However, marketers need to focus on the entire buying process (Kotler and
Armstrong 2010). 3.4.1 Problem recognition The first stage in the consumer decision-making process
is problem recognition.