IMPACT OF HUMOR ADVERTISEMENT ON CONSUMER BRAND PERCEPTION

Abstract

This research has been conducted on the topic “Impact of humor advertising on consumer brand perception”. We all know that today it is extremely important for the companies to keep auditing their marketing activities. When we talk about “Marketing Promotion”, advertising comprises of almost 60% of the budget. Now in order to evaluate whether advertising has contributed to bring in sales, companies do “Marketing Research”. The purpose of this research is to know how much the element of humor ads value to advertising the product and making the impact that helps consumers to change their perception regarding to the brand. Many brands are focusing on humorous ads in Pakistan which are making good impact on consumers and they like these kinds of ads. Telecommunication industry is more focused towards it, now the question is that does it help the consumer to make the decision in favor of that brand after watching the ads. In making humorous ads there must be a balanced approach, it can also damage your brand image if it is used with irrelevant product or promotional campaigns. This Research study is applied research. As this research is appropriate for the stages of the decision making process of making humorous ads. This research is usually designed to obtain a preliminary investigation of the situation with a minimum expenditure of cost and time. The respondents of the research are urban residents of Karachi. The primary data collection method is through “Questionnaire”. The secondary data sources are internet articles, magazines and books. The Questionnaire comprised of 12. Different types of rating scales were used to get the most accurate response of the customers. Though there can be some measurement errors in the research. As this research shows that humor is not only the factor which help the brand to build its image, message should be conveyed properly through the ads which is the basic purpose of advertising and while making the ads there should be the balanced approach, if its relevant to make humorous ads then add some in it but with respect to its offerings.