The Effects of Humor on Attention in Magazine Advertising

Madden, Thomas J.; Weinberger, Marc G.

doi:10.1080/00913367.1982.10672806

Cited by 137 publications

(75 citation statements)

References 12 publications

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“…Moreover, it is important to attract and retain consumers' attention so that the advertising is not forgotten rapidly and easily by consumers (Spotts et al, 1997). For these reasons, the entertainment factor should be included in a bank's advertising in order to maximize its effectiveness (Madden and Weinberger, 1982).…”

Section: Resultsmentioning

confidence: 99%

“…Boring advertising will not sustain in consumers' minds long enough. Therefore, entertainment has been viewed as a significant advertising strategy in enhancing advertising effectiveness (Madden and Weinberger, 1982). Every year a great deal of money is spent in developing entertaining or humorous advertising by companies supporting it.The important role of entertaining advertising is its ability to create customer satisfaction.…”

Section: Entertainmentmentioning

confidence: 99%

See 1 more Smart Citation

Investigating the Impact of Advertising on Customers’ Behavioral Intentions A Case of Agriculture Bank

Momeni¹,

Safarzadeh

Furuzandeh

2013

Business and Economic Research

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Advertising is one of the important communication tools in business. Success or failure in many organizations and companies is related to the quality of advertising activities. In a large complex industrial society, in addition to face to face communication, there is also a need for indirect communication. Therefore, advertising can meet the need of such a society. Due to the important role of advertising, its budget has been increasing in various Iranian organizations. In ISSN 2162-4860 2013 www.macrothink.org/ber 2 developed countries advertising is considered very important and costly, but in undeveloped ones such as Iran although it is vitally important for economic development, advertising is not scientifically regarded, it is not well-known, and little attention is paid to that. Every year, a lot of money is spent on advertising, and it is essential to make it efficient and effective. The main purpose of this paper is to investigate the impact of evaluative dimensions of advertising including relevant news, brand reinforcement, entertainment, empathy, familiarity, and confusion on customers' satisfaction and to examine the impact of customers ' satisfaction on perceived value and behavioral intentions in Agriculture bank. The results showed that among evaluative dimensions of advertising, relevant news and familiarity leave effect on customers' satisfaction. Thus, it can be stated that satisfaction positively influences customers' perceived value and perceived value positively impacts on customers' behavioral intention. Business and Economic Research

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Section: Resultsmentioning

confidence: 99%

Section: Entertainmentmentioning

confidence: 99%

Investigating the Impact of Advertising on Customers’ Behavioral Intentions A Case of Agriculture Bank

Momeni¹,

Safarzadeh

Furuzandeh

2013

Business and Economic Research

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“…Además, hallaron que para productos de alto involucramiento que incluyen sentimiento, el humor relacionado con éstos es más eficaz que el humor no relacionado. Diversos estudios han demostrado que el humor es más efectivo en publicidad cuando se relaciona con el producto ofrecido (Kaplan y Pascoe, 1977;Madden, 1982;Weinberger y Campbell, 1991).…”

Section: Humor Y Características Del Productounclassified

Tipos de humor en la publicidad impresa en Colombia

Cifuentes¹

2005

Divers.: Perspect. Psicol.

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Una de las herramientas frecuentemente utilizadas por los publicistas para persuadir es el humor. De ahí el creciente interés por estudiar su influencia en el procesamiento, actitudes y comportamiento de los individuos. Se realizó una revisión de investigaciones sobre humor publicitario y sus efectos en la persuasión, atención, comprensión, actitudes y memoria, así como estudios sobre humor y factores culturales, de audiencia, medios masivos y tipos de producto. Se presenta una tipología de publicidad humorística impresa colombiana, producto de revisiones bibliográficas y del seguimiento del humor publicitario a través del tiempo en la revista Semana, identificando tres nuevas categorías. Los tipos de humor propuestos son: incongruencia, hostil, sorpresa, juego de palabras, personificación, frases, alusiones, comparación, rimas, caricaturas, obras y exageración.Palabras clave: publicidad, humor en publicidad, psicología, tipos de humor, actitudes.

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“…But if the used humor fails to pay off, then it is a disaster. The knowledge of humor effectiveness does not much evaluate since 1950s and 1960s when some advertisers voted against its usage (Madden and Weinberger, 1982). In contribution, according to Gelb and Pickett (1983), perceived humor had a negative impact on persuasion.…”

Section: Effects Of Humor In Advertisementmentioning

confidence: 99%

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

Djambaska

Petrovska

Bundaleska

2015

jmr

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The aim of this research is humor consumption and its extensive use in today's advertising. One of the most prominent features of humor is its convictive nature. A humorous context may increase liking for the source at the same time creating a positive mood. Humor does serve to make the audience laugh, make the viewers happy and create positive mood. In general, humor itself has a permanent presence and a specific role in advertising. However, it should be underlined that humor should be used carefully in advertisements; otherwise it may result in resistance. Using humor is regarded as a win-win situation. While in some cases humor usage depends on the product or brand advertised. In some cases humor is considered not appropriate if attached with some products and particular occasions. ISSN 1941-899X 2016 www.macrothink.org/jmr 2 Results show correlation effect and in fact humor related Ads found as much more effective than those without humor and this effect is apparent, when it comes to highly complex and sophisticated humor. Also the effect of humor is influenced by the type of product advertised. The implications of these findings for the practice of Advertising are discussed in following pages. Journal of Management Research

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The Effects of Humor on Attention in Magazine Advertising

Cited by 137 publications

References 12 publications

Investigating the Impact of Advertising on Customers’ Behavioral Intentions A Case of Agriculture Bank

Investigating the Impact of Advertising on Customers’ Behavioral Intentions A Case of Agriculture Bank

Tipos de humor en la publicidad impresa en Colombia

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

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