IMPACT OF HUMOR ADVERTISING ON CONSUMER BUYING BEHAVIOR

Abstract

Purpose:Advertising is one of the ways through which companies communicate to their current and potential customers. Many companies are now moving toward creative advertisement for this purpose. Specifically, in creative advertisement many are moving to Humor advertisement. It won’t be wrong to say that Humor Advertising is the new trend in advertising.As companies are emplyoing Humor in advertisements it is important for us to know what is the impact of these advertisements on consumer Buying Behavior. Method:. In order to get a meaningful result researcher has taken a sample size of 500, because the sample size below it would not have given a meaningful result. The researcher has used Conveniet Sampling in this Survey. Research questionnaire had 14 questions related to humorous advertisements. Findings: Research concluded that Humor grabs customer attention, helps in Brand Awareness and Brand Retention But, it also hides the real message. Practical Implications: This research is helpful for marketers, agencies and top level managers, because making an advertisement and knowing the impact of the advertisement is important for any marketer and as humor is being employed by the marketer in their ads, this study will help them in knowing the impact of humor advertisements on consumer buying behavior. Research Limitations: Although the sample size is 500 but still results may vary if the sample size is larger and all the information is collected from various sources which may vary due to change in certain factors which may include government regulations, amendments in related industry, changes in censoring policies or any change that may directly or indirectly affects the advertising industry.