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Humour in Advertising

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Humour in Advertising
A project report
On

INFLUENCE OF HUMOR ADVERTISING ON CONSUMER BRAND PREFERENCE

Submitted in partial fulfilment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION By

Nidhi gupta MBA/1056/2011
Ankit khandelwal MBA/1055/2011
Prabhat Kumar MBA/1036/2011 Aniket MBA/1060/2011
Vishal MBA/1053/2011

DEPARTMENT OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY, MESRA

CONTENTS

1. INTRODUCTION 2. RESEARCH PROBLEM 3. LITERATURE REVIEW a. TYPES OF ADVERTISING APPEALS b. TYPES OF HUMOR c. BENEFITS OF HUMOR d. MEASUREMENT OF ADVERTISING EFFECTIVENESS 4. RESEARCH HYPOTHESIS 5. RESEARCH METHODOLOGY 6. ANALYSIS AND INTERPRETATION 7. HYPOTHESIS TESTING 8. FINDINGS AND CONCLUSION 9. RECOMMENDATIONS 10. REFERENCES 11. APPENDIX

PREFACE
Every day people are exposed to a large amount of television advertisements. There are thousands of products on the market and it would be interesting to find out why we respond to certain advertisements and not to others. We thought that it could be interesting to concentrate on humorous advertisements since they are a great part of advertising today. Therefore the purpose of this study is to provide a better understanding of humor in Indian television advertising the extent of the study was to look both on how different types of humor are used and what the benefits of humor are. The data was collected through one on one interview.

INTRODUCTION
When using humor to advertise a product, the main challenge for marketers is to link the advertisement to the underlying brand so as to translate consumer enjoyment to consumer purchase. Humor is a widely accepted form of commercial appeal. It serves the purpose of putting across the message of the advertisements without irritating the audience because of the amusement factor in it.
Humor in advertising is risky. A lot of people simply don 't have a


References: “Humor in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow upon you.” Source: Julia Miller "Comedy with a Human Face", Advertising Age, January 13, 1992 BENEFITS OF HUMOR According to Weinberger & Gulas(1992)- * Related humor is superior to unrelated humor. According to Fugate(1998), the benefits with humor in television advertising are-
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