Abstract:
The use of humor is very common these days, to attract consumers in a way that it
improves brand recognition and secondly it evokes good feeling about the product that in
return help consumers to recall the product. The most important thing about humor is not
only to make consumers laugh but humor should be relevant to both products and
consumers.
Another point that should be taken into consideration is, humor is different to different
people and therefore it is important to know the target market to get the desired result. In
the following chapters we will study different types of humor along with their impact on
consumer brand perception.
I have conducted the study to find out the impact of Humor Advertising on Consumer
Brand Perception: Incase of Ufone & HBL, The overall data and analysis conclude that
people usually prefer to watch humors ads and they like it. It creates freshness in their
mind and a positive image of the brand. In the bombardment of ads, humorous ads gets
the attraction of the viewer, through humors in ads companies can give their message and
there is a great probability that viewer will see the whole ad attractively. On the interview
of various individual we conclude that organization should be sensitive in selecting the
humors. The humor should be relevant to the nature of the business of the organization.
And also there should be no too much humor in the advertisement so that the real
message gets faded. Organizations should place their actual message at first on in the
middle of the humor and there should be clear benefit for the viewer. We have concluded
that such ads however do not help in the buying decision of the individual. This is
because at the buying level, every individual want to spend their money for getting the
maximum advantages not for the humorous element. In case of HBL, we conclude that
they should be sensitive in the selection of humors;selection of Mr. Bean was not
appropriate decision, because Mr. Bean is a funny but non-sense character and the
customer of HBL are the mature people who do not want to associate their self with Mr.
Bean. In case of Ufone, their strategy is correct as they mostly clear their full message of
the benefit in the starting or in the middle. There are humor elements at the end which
attract the viewer to see the whole ads and through such the whole message of the
benefits are conveyed to viewer
