Humour advertising assignment

How effective is it? It depends on how you look it. It is interesting to know what is the impact Of ads on sells. Even if people find the hurter amusing, does it sell? The worth thing with humor is that it is open to misinterpretation. The sis is that others might find it offensive. Humor in advertising remains controversial. Humor in Advertising Introduction The Encyclopedia Britannica defines humor as a oxford of communication in which a complex, mental stimulus illuminates, or amuses, or elicits the reflex of laughter Many marketers use humor in advertising as a way of appealing to consumers emotions.

These positive emotions can potentially lead to cognitive processes that entice the consumer to purchase the related product. Doing it right means not only engaging the prospect but getting them to remember the product. However, that depends, among others, on Social and psychological factors, How a person has been socialized may affect there judgment of humorous advertising. Humorous advertising can be found in variety of forms including TV, radio, print media and online. What Is Humor?

If your ad manages to bring a smile to the viewer’s face, half the job is done. It ensures instant brand recall,” says Absinthe Swath, O (their campaigns include Hutch, Actuary’s Dairy Milk, Officio, Effective). Know when to use it Advertising like any other field, does not have any absolute thumb rules; in fact, the rules of the game are contextual. In other words, the strategy you employ while creating an ad or a campaign will vary from product to product, depending on the objective of your campaign and the kind of audience you wish to target. Sacristans says, “ Humor is a very powerful tool.

It is one of the strongest hooks. At the same time, young advertising aspirants must realize advertising is not only about entertainment. The eventual goal is to build a brand and help increase sales. So the decision on whether to use humor, and to what extent one must use it, should depend on the message your brand wants to give out. He further explains, “ Humor is best suited for products that a consumer would buy instinctively; say, a chewing gum or a soft drink. These brands won’t be persuasive, per SE, but they will attempt to make an impact by making the viewer laugh.

She was a typical Indian housewife who bargains with shopkeepers but emphasis it is better to buy a product that is value-for-money than buying one that is cheaper but not as effective. Laugh = Buy? Yes, humor cuts clutter for the brand but, at the end of the day, does it contribute in increasing sales? Although certain brands say they have experienced an increase in sales after a particularly witty, attention-catching ad, at the end of the day, most admen believe it does not guarantee an increase in sales even if it is a brilliant way of cutting clutter.

Paul says, ” The viewer may not want to spend his hard-earned money on an expensive product just because the commercial made him laugh. It works sometimes, doesn’t at others. There is no hard and fast rule. Sales will increase if the ad has the right message, if the entire campaign is well-planned and if the product lives up to its claims. ” Sacristans agrees, ‘ Building salience for the brand is most important. Brand salience means that your brand is the first thing that comes to the consumer’s mind when he thinks of that particular nine of products.

In fact news papers like the Times of India have made every reader smile early morning with R. K. Legman’s cartoon. Even individual personality or celebrities try and use humor to position homeless differently in the people’s minds. One such example that is top of mind is our Railway Minister Aloe Parkas Hydra. His witty and funny speeches and replies have positioned him differently amongst other politicians. So humor as a tool has been a strong weapon for many brands to draw the customers’ attention.

Some Definition of Humor in Advertising: ‘ Humor’ in the dictionary means a quality – being amusing or comic but in advertising it is serious business. In advertising, humor is more than just making a bunch of people laugh. Some of the best brands in India have averaged humor to such an extent that the viewers look forward for newness in humor each time they see a new commercial from that brand. To illustrate, Officio has been one of those brands which have used humor so intelligently and subtly that it remains in people’s minds.

Overindulgence of humor can put down the audience and the brand if not executed in the right taste. The Maul undergarments ads which tried to use humor and sex to sell their brand never went off well with many consumers. The brand did get some publicity due to controversy but did not win the hearts of the target audience. Hence it is important to base your joke on the core values of the product and the service proposition the brand is offering. No product connect means no effectiveness. All these results in huge wastage of the marketing budget.

Types of Humor in advertising: Using a comedian: Here instead of building humor in the advertising one can use a comedian actor to promote the brand. One’s choice of comedian has to match the values of the brand. One of the most memorable advertisements that have used a comedian well has been Charlie Chaplin for Cherry Blossom shoe polish. The most recent one in this space using an Indian comedian which has been noticeable and successful is Domino’s Pizza which has plugged in Parses Rival very cleverly. Capitalizing on the current topics : Use the current hot topic in all walks of life which is funny, sticky, memorable and controversial.