INFLUENCE OF HUMOROUS ADVERTISEMENT ON CONSUMER BRAND PERCEPTION

Abstract

Purpose- To generate a study that could distinguish the impact of humorous advertisement over serious television commercials.The main objective of this research is to promote effectiveness of humorous advertisement on the customers and potential customers of the company. The strong aim of the research is to identify that humor has a very deep and long lasting influence on the minds of consumers. Methodology/sample- The study involved use of questionnaires filled by 100 respondents. The respondent individuals belonged to different age groups, social classes and areas of residence. To analyze the data, Pearson’s Correlation,ANOVA tests were applied. The data collection method used isPrimary. It is collected via online questionnaires. Questionnaires used in the research are close ended and structured. Findings- The results of the statistical tests show that the humorous advertisement has a significant impact on the brand perception of Ufone. Practical Implications- The outcomes of the research might helpUfone to increase customers and making them aware of the products and services that are provided by Ufone.Ufonecan use same humour element in there advertisements to keep the customers intact with the advertisement