Impact of humour advertisement on consumer brand perception

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