Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising

Djambaska, Aneta; Petrovska, Ilijana; Bundaleska, Elena

doi:10.5296/jmr.v8i1.8419

Cited by 26 publications

(20 citation statements)

References 23 publications

(17 reference statements)

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“…Marketers often use humor in their advertising strategy. The use of humor in adverts will be more effective in promoting low involvement and low risk products (sense of feeling), where the humor can enhance the selling message in a meaningful way (Spotts et al, 1997;Schiffman et al, 2010:291;Kellaris and Cline, 2007;Hawkins and Mothersbaugh, 2013:403;Djambaska et al, 2016). Humor needs to be relevant to the product/brand, so the consumer can relate to the embedded message more easily.…”

Section: Humorous Advertisementsmentioning

confidence: 99%

“…More than that, the use of humor in an advertisement can be ineffective when the product that is advertised relies on trust or technology (Dong-Hun, 2009). Therefore, humorous advertisements should be limited to low involvement and low risk product types (Spotts et al, 1997;Djambaska et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…According to Spotts et al (1997), and Djambaska et al (2016), humor is less suited to high involvement and high risk products. Dong-Hun (2009) also added that humor is not a very strong advertising strategy in industries which rely on trust and technological prowess like the finance, telecommunications, and electronics sectors.…”

Section: Introductionmentioning

confidence: 99%

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What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word of Mouth Intentions, and Purchase Intentions, With the Need for Humor Playing a Moderating Role

Primanto

Dharmmesta

2019

J. Indones.Econ.Bus.

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Introduction/Main Objectives: Even thought there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number of humorous advertisements arranged by telecommunications companies in Indonesia needs to be researched. Background Problems: This research aims to narrow the phenomenon by investigating the effect of humorous advertisements with the need for humor as a moderating role on consumers’ attitudes, consumers’ intent to purchase, and their word of mouth intention. Novelty: By adding the need for humor in a moderating role, and the word of mouth intention as an endogenous variable, this research aims to extend the existing models of humorous advertising’s effectiveness. Research Methods: The research was designed to focus on consumers who can be classified as young adults (18 to 34 years old) and are not users of the mobile SIM card brands that the ad they perceived as funny ones. The researcher conducted a survey with a five point Likert scale, an online questionnaire, and purposive sampling as the primary data collection methods. Finding/Results: The result shows that although a humorous advertisement has a significant impact on the attitude toward the advertisement and the word of mouth intention, the humorous advertisement has no significant impact on the attitude toward the brand and the consumers’ intent to purchase. The need for humor failed to moderate the relationship between the humorous advertisement and the attitude toward the advertisement in this study. Conclusion: The researcher concludes that the impact of a humorous advertisement was limited to only entertaining the consumers, and to encourage their word of mouth intention, not their purchase intention.

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Section: Humorous Advertisementsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word of Mouth Intentions, and Purchase Intentions, With the Need for Humor Playing a Moderating Role

Primanto

Dharmmesta

2019

J. Indones.Econ.Bus.

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“…Humor is thus more difficult to create (Maden & Weinberger, 1984). Yet even though the risk of using humor and its negative effect is very high, humorous advertisements still work better than nonhumorous ones (Djambaska, Petrovska, & Bundaleska, 2016).…”

Section: Humor Effectiveness In Advertisingmentioning

confidence: 99%

Type of Humor and Advertising Effectiveness: Study on Indonesian Children Aged 7–12

Satria¹,

Rahayu²,

Naldo³

2020

Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018)

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This paper examines the relationship between the type of humor and effectiveness of advertisements for dairy products on Indonesian children. A quantitative approach was used to analyze the type of humor found in dairy product advertising. A total of 840 students at both public and private schools, aged 7-12 years, completed a questionnaire. The results of the analysis of variance (ANOVA) showed that the type of humor had no significant influence on the effectiveness of dairy product advertisements. Literature ReviewThroughout their lives, consumers develop relationships with brands and consume countless branded products (Fournier, 1998). These relationships are developed from an early age, when the consumers are children (Ji, 2002). Furthermore, research on the phenomenon of brand relationships with children is scarce. The main purpose of this study is to gain Indonesian children's perspectives on dairy product advertisements to see

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“…According to Djambaska et al (2016) According to Chang and Chang (2014), humor marketing trends can be categorized into three directions:…”

Section: ) Aggressive Humormentioning

confidence: 99%

Impact of using humor advertisement on airline customers’ mental image

Hashem

2017

Innovative Marketing

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The study aims to investigate the impact of using humor advertisements on airline customers' mental image. To achieve the main objective, a questionnaire was designed according to research hypotheses. The study population consists of airline customers that operate in Jordan and those who were exposed to a humor advertisement on the planes. Each person was asked before filling the questionnaire if he was previously exposed during one of his flights to humor advertisement or not. A convenient sample of 700 people was selected, 587 valid questionnaires have been collected. The research concluded that humor advertising has a significant impact on the formation of airline customers' mental image, moreover, aggressive humor variable is considered the most influential variable on airline customers' mental image. The research suggested some recommendations, such as: airlines should adopt humorous marketing activities in high level, and to benefit from leading companies experiences in order to meet customer needs and desires. As well as, they should encourage customers to respond to them in expressing their opinion about humor advertisements they make.

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Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising

Cited by 26 publications

References 23 publications

What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word of Mouth Intentions, and Purchase Intentions, With the Need for Humor Playing a Moderating Role

What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word of Mouth Intentions, and Purchase Intentions, With the Need for Humor Playing a Moderating Role

Type of Humor and Advertising Effectiveness: Study on Indonesian Children Aged 7–12

Impact of using humor advertisement on airline customers’ mental image

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