Impact of Humorous Advertising on Buying Decision

8/4/2019 Impact of Humorous Advertising on Buying Decision

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Manish Kumar

Research ScholarEnrol. No.-295658

Under the Supervision of

Dr. Ashish Bajpai

Associate ProfessorFaculty of Management StudiesBanaras Hindu University

Varanasi-221005


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Advertising???y "Advertising is the nonpersonal communication of

information usuallypaid for and usually persuasive in

nature about products, services or ideas by identifiedsponsors through thevarious media."(Bovee, 1992, p.7)


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Exchanges perception,satisfaction

What is Advertising?

Usually paid for

Usually persuasive in nature

About products/Services

From identified sponsors

The structured and composed

non-personal communication

Advertising

Throughvarious media


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y According to a research concentrating on theadvertisersviewpoint, advertisement is an

important tool which companies use to directlypersuade buyers and public (Kotler, 1994).


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y Robert Goldman and Stephen Papson in their work(Advertising in the age of Hypersignificance,

Aug.1994) have given how advertising has changedfrom 1940 to 1990


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y Advertising uses appeals as a way of persuading peopleto use certain products/Services.

y Advertising agencies and companies use differenttypes of advertising appeals to influence thepurchasing decisions of people.


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Different Types of Advertising

Appealsy Emotional Appealy Fear Appealy Humor Appealy Sex Appealy Music Appealy Scarcity Appealy Rational Appealy

Masculine Feminine Appealy Adventure Appealy Youth Appeal


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Humour???y Tendency of particular cognitive experiences to

provoke laughter and provide amusement.

y It is one of the most powerful forms ofpersuasion.


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y Roman and Maas (1976, p. 25) wrote, Everyone likesfunny commercials. Creative people like creatingthem.Advertisers are pleased to be running them. Theconsumer enjoys them. The only problem is: Peoplelaugh at the joke and forget the product telling it Noless an advertising authority than David Ogilvy(1985,p. 103) used to agree with this conventional wisdom,

but has recanted his opposition to the use of humor inadvertising based on focus group results. Heconcluded that changes in the publics taste, attitudesandvalues have led to wider use and acceptance ofhumorous promotions.


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y I always look for joy, happiness and humourin advertising films. An advertisement without

joy or humour is lifeless. Watching subtlenuances of life is necessary. It gives you ideas.Mazak mein duniya badal jati hai. Maar-peetse kuch nahi hota, says Ad Guru Prahlad

Kakkar.


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Types ofHumour in advertising:

y Using a comedian

y Capitalizing on the current topics

y Strong idea based humor


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Few Examples:


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y It has been estimated that between 30% and 42% ofads employ humor (Markiewicz,1974; Weinberger,

Spotts, Campbell, & Parsons, 1995).y The use of humor has become common practice in

advertising.Approximately one out of five televisionads contain humorous appeals (Beard 2005).


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y Over the years, there has been a gradual evolution in the

use of humour in Indian advertisements. In 1993, only

28% of commercials were humour-based. By 2001, atleast 46% tried to incorporate some form of humour.

Http://IIMS-MARKATHON.Blogspot.Com/2009/08/MEASURING-EFFECTIVENESS-OF-

HUMOUR.Html


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SU-YING :The use of humor in television advertising: A content

analysis of hum

orou

s ads across hum

or types versu

s produ

cttypes

y 1> Humour is a popular message element in TV ads.

y 2>Humour is most often used for ads of low-involvement/feeling products which is consistent withthe findings of the previous research by Weinbergerand Spotts in 1989.


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As stated by Spotts et al.(1997):y Advertisers of yellow goods, who commonly use

humour should question their heavy use of humour-

dominant messages.Advertisers of red and blue goodsshould carefully consider whether humour should beused at all.


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y In the majority of the previous studies, participantswere presented with a single humorous or

nonhumorous ad, before reporting their attitudes andpurchasedecisions on explicit Likert-type ratingscales.


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ResearchmethodologyProblem Statement

First to take a deep insight into how far humour as anadvertising tool seeking to break the clutter and enhance the message comprehension for the selectconsumer undergoing a buying decision process for a

select product category, is effective.


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Continue.....

Secondly, the research problem is tounderstand the variations in the effect ofhumour on the select consumer buyingdecision process set against the differentialsof medium and product category.


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y To examine the effect of humorous ad for the selectconsumer and medium in a product category and find

out the internalvariations (customer & medium wise)for the stated product category.

y To assess the overall combined effect (of both

consumer & medium taken together) of humorous adfor the product category.

Objective(s) of the Study:-


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Continue...

y To compare the overall combined effect (of bothconsumer & medium taken together) of humorous adbetween the stated product categories.


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Research Design:-

y Descriptive one as the research is supposed to be about

finding the facts anddrawing the conclusions basedon that.

Data Collection

The study will rely on primarydata for seeking opinion

of the various categories of customers and productthat have been shortlisted.


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Sampling design:

yThe researcher plans to use cluster sampling as

a mode of sampling.

y Audience coming across various advertising more

frequently will be the population of the study.


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Proposed tools for analysis:

y Depending upon the situation and requirementsfew descriptive and inferential statistical tool and

techniques like, FactorAnalysis,ANOVA, Chi-Square test might be used.


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Scope of the study:-

y The study tends to be conducted in Delhi NCRbecause of its wide demographics representing a wide

variety of customers from the whole of India. Also

Products from different categories will be selected.


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Significance of the studyy It is expected that it will help marketer to utilise the

humour stimulus in marketing communications most

effectively.

y The research is also expected to contributeacademically for the students and researchers of

marketing and other related fields.


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SUGGESTION(S)??????????


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Thank you!!!

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Impact of Humorous Advertising on Buying Decision