The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry

Abstract

With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism industry. Therefore, the formulation of marketing strategies has become a critical issue for all travel agencies that wish to ensure their prominence in the market. The frequent use of humorous materials and appeals has been the main tendency in advertising. However, no consistent conclusions regarding the actual effects of humorous advertising have been determined. The subjects of the current study were users of the Lion Travel website. Online questionnaires were sent to and collected from random respondents. One hundred questionnaires were delivered, and 512 valid questionnaires were collected. Each collected questionnaire represented a valid sample. The study generated the following five results: (1) humorous advertisements may partially influence brand awareness; (2) humorous elements may partially influence advertising effects; (3) brand awareness has significant positive effects on the advertising attitude of advertising effects; (4) brand awareness has significant positive effects on the brand attitude of advertising effects; (5) brand awareness has significant positive effects on the purchasing intention of advertising effects. Eventually, it is anticipated that the results OPEN ACCESSSustainability 2014, 6 9206 of this study can serve as a reference and provide suggestions for humorous advertising strategies in the tourism industry.

Impact of using humor advertisement on airline customers’ mental image

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

“…Since humor has become one of the most widely used emotional appeals in universal advertising. Previous studies and researches have provided a variety of views on humor advertisement effects in increasing customer demand for products and services of various organizations (Chang & Chang, 2014). In the same context, few studies and researches have attempted to analyze the emotional response of customers to humoristic advertisements (Limbu et al, 2012).…”

Coercive Tactics and Web Advertising Performance

“…Previous studies find that advertising should be designed to consider the suitability of the medium based on a broader base of media or product characteristics. When attention is given to advertising, consumers try to interpret its meaning according to the goals they wish to pursue on the website [26]. Therefore, high relevance between advertising and the medium would positively relate to the attention of online users.…”

Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness

“…Attention to the advertisement develops brand awareness, which can be assessed through brand / advertisement recall and recognition. Brand / advertisement awareness developed by attention to the advertisement forms attitude toward the advertisement, which influences attitude toward the brand and purchase intentions, and influenced attitude toward the brand in turn influences purchase intentions as well (Chang and Chang, 2014;Muda et al, 2014;Tolley and Bogart, 1994). Moreover, as analysis and synthesis of scientific literature revealed, emotional and rational appeals can have different influences on the attention to the advertisement, brand / advertisement awareness, attitude toward the advertisement and the brand, and purchase intentions (see Figure no. 1).…”