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@ By
Ruchika Singh
MBA- Marketing
MBA-
3rd Semester
 
RODUC
O
@ umour as a form of communication in which a
complex, mental stimulus illuminates, or amuses, or
elicits the reflex of laughter.
@ Another point to consider when using humour in
advertising is that different things are funny to
different people.
@ Products that are relatively inexpensive, and often
consumable, can be represented without providing
a lot of facts,eg:
facts,eg: Candy, food, alcohol, tobacco and
toys entertainment related products.
@ umorous campaigns are often expensive because
they have to be constantly changed.
@ Advertising will only survive and grow if it focuses
on being effective.
@ Only the advertiser and the supporting
advertisement agency know whether the
advertisement campaign reached its objectives, and
whether the advertisement truly was worth for the
money invested.
@ Effective advertisement's characteristics work on
a
levels.
@ a
s advertisers should satisfy consumer's
a
s
objectives by engaging them and delivering a
relevant message.
 EED OF
E S
UDY
@ umour is frequently used in advertising, but its
effects and effectiveness are not well understood.

@
hough the broad question of humor's

effectiveness in advertising is unanswerable.

@ n particular, with organizations standardizing

their products and promotion globally, the use of
humour in advertising demands examination.

@
o gain insight into the effects of humor in

Advertising World.
 OBJEC
E OF
E S
UDY

@
o determine whether the type of humor

used in advertising is effective enough to
persuade consumers.
 ME
ODOLOGY

@
his study will be conducted on the Media called

elevision Commercials and on any 10 humorous

elevision advertisements.

@  
Convenience Sampling

@ 
Study will be conducted on a sample of 100 people.
 LM
A
AO

@ Sample is from the

ricity((mohali,panchkula,chandigarh)

ricity mohali,panchkula,chandigarh)

so it wonƞt represent the overall countryƞs

understanding or the overall consumerƞs
perception
 REFERE CES
@ Cline,
. W., & Kellaris
Kellaris,, J. J. (2007).
he influence of
humor strength and humor-
humor-message relatedness on
ad memorability
memorability.. Journal of Advertising, 36(1), 55ƛ
55ƛ
67.
@ Zhang, Y., & Zinkhan
Zinkhan,, G. M. (2006). Responses to
humorous ads. Does audience involvement matter?
Journal of Advertising, 35 (4), 113ƛ
113ƛ127.
@

@ Shimp and Stuart (2003)
erence A. Shimp and

Elnora W. Stuart, Ơ
he Role of disgust as an
emotional Mediator of Advertising Effects,ơ Journal of
Advertising 33 (Spring 2004), 43-
43-54
 Da
@ www.marketingcharts.com/.../a
a
www.marketingcharts.com/.../a
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@ www.thecssawards.com/blog/25-
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