Effect of Humorous Advertising on Brand Recognition.

Source: IUP Journal of Brand Management . Mar2013, Vol. 10 Issue 1, p7-36. 30p. 8 Black and White Photographs, 1 Diagram, 6 Charts. Author(s): Khan, Bilal Mustafa; Khan, Saima Subject Terms: *BRAND identification *TELEVISION commercials *QUESTIONNAIRES *CONSUMPTION (Economics) *BRANDING (Marketing) *CONSUMERS Abstract:This study aims to identify the effect of humorous advertising on brand recognition by consumers. For this purpose, four brands were selected, namely, Fevicol, Cadbury Chocolate, Karrbon Mobiles and Coca- Cola. For each brand, two television commercials were chosen, ensuring that one is humorous and the other nonhumorous. So in all, eight television commercials were shown to audience comprising 125 respondents. Their responses were collected in the form of a structured questionnaire. The results suggested that humor is an essential ingredient of an advertisement and has profound effect on building brand recognition. This could be inferred by comparing the results of the same brand. Humorous advertisements were found to be more effective than non-humorous advertisements. Thus it can be inferred that humor should be used in advertising as it leads to positive brand recognition.

(khan, march 2013)

Humor in advertisements enhances product liking by mere association. Strick, Madelijn; van Baaren, Rick B.; Holland, Rob W.; van Knippenberg, Ad Journal of Experimental Psychology: Applied, Vol 15(1), Mar 2009, 35-45. doi: 10.1037/a0014812 Abstract Humor in advertising is known to enhance product liking, but this attitude change is often considered nonpredictive of product choice. Previous research relied exclusively on explicit self-report measures to assess attitudes and purchase intentions. The present research shows that unobtrusive association of a product with humor can affect persuasion through implicit attitude change. Participants viewed humorous and nonhumorous cartoons in a mock-up magazine. One of two products was consistently presented in the vicinity of the humorous cartoons, whereas the other product was consistently presented in the vicinity of the nonhumorous cartoons. The results of an evaluative priming task showed enhanced evaluations of products paired with humor (Experiment 1, 2, and 3). Furthermore, these enhanced evaluations mediated the relation between association with humor and product choice (Experiment 2 and 3). Paradoxically, products paired with humor were also less recognized than the control products (Experiments 2 and 3). In summary, the present research demonstrates that mere association with humor enhances product evaluations and product choice in a way that is dissociated from the accessibility of the product in memory. (PsycINFO Database Record (c) 2012 APA, all rights reserved)

(strick, march 2009)

Title:

Author(s):

The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study Yong Zhang, (Department of Marketing and International Business, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA), James P. Neelankavil, (Department of Marketing and International Business, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA) Advertising, China, National cultures, USA Research paper 10.1108/03090569710157106 (Permanent URL) MCB UP Ltd Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualismcollectivism dimension are hypothesized to affect peoples reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally-congruent advertising appeals.

Keywords: Article type: DOI: Publisher: Abstract:

(neelankavil)

Co-branding in advertising: developing effective associations Author(s): Randi Priluck Grossman, (Assistant Professor in the Seton Hall University, New York, USA) Advertising, Brand awareness, Brand image, Consumer attitudes Research paper 10.1108/10610429710175709 URL) MCB UP Ltd Explains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their products. Recommends strategies for co-branding based on classical conditioning, a method for developing associations, and provides examples of firms that have found (Permanent

Keywords: Article type: DOI: Publisher: Abstract:

success when using these techniques.

(grossman)

The influence of brand recognition on retail store image

Title: Author(s): Stephen S. Porter, (Assistant Professors in Marketing and Entreneurship at the W. Frank Barton School of Business, Wichita State University, Kansas, USA), Cindy Claycomb, (Assistant Professors in Marketing and Entreneurship at the W. Frank Barton School of Business, Wichita State University, Kansas, USA) Stephen S. Porter, Cindy Claycomb, (1997) "The influence of brand recognition on retail store image", Journal of Product & Brand Management, Vol. 6 Iss: 6, pp.373 - 387 Brand awareness, Brand image, Stores Research paper 10.1108/10610429710190414 URL) (Permanent

Citation:

Keywords: Article type: DOI:

Publisher: Abstract:

MCB UP Ltd Investigates the relationship between brand characteristics - awareness level and image and their influence on consumers perceptions of retail image. Proposes a model of relationships between the number of recognizable brands carried by a retail establishment, the presence/absence of an anchor brand, and perceptions of retail image. Presents the analysis and results of a study designed to test the model. In addition, develops and tests a measure of retail store image. Indicates that one tactic for ensuring a favorable retail store image is a merchandise mix composed of a relatively high number of brands possessing high brand awareness, and one or more brands with a strong brand image. Offers recommendations for both brand and retail managers.

(claycomb, 1997)

The Effects of Brand Name Suggestiveness on Advertising Recall.

Source: Journal of Marketing . Jan1998, Vol. 62 Issue 1, p48-57. 10p. 5 Charts. Author(s): Keller, Kevin Lane; Heckler, Susan E.; Houston, Michael J. Subject Terms: *BRAND name products -- Psychological aspects *BRAND identification *BRAND choice -- Psychological aspects *BRAND image *RECOGNITION (Psychology) -- Research *ADVERTISING -Psychological aspects *PRODUCT management -- Research *BRAND equity *MARKETING research -- Psychological aspects Abstract: The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. The findings indicate that a brand name explicitly conveying a product benefit (e.g., PicturePerfect televisions) leads to higher recall of an advertised benefit claim consistent in meaning with the brand name compared with a nonsuggestive brand name (e.g., Emporium televisions). Conversely, a suggestive brand name leads to lower recall of a subsequently advertised benefit claim unrelated in product meaning (e.g., superior sound) compared with a nonsuggestive brand name. The authors discuss implications of these findings for marketers with respect to advertising strategies and the optimal use of meaningful brand names in building and managing brand equity. Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the

(keller, jan 1998) full abstract. J. S. Johar (Ph.D., McGill University) is Professor of Marketing, California State University, San Bernardino. M. Joseph Sirgy (Ph.D., University of Massachusettes) is Professor of Marketing, Virginia Tech. Document Type: Title: Working Paper A review of literature on the measurement of advertising effectiveness: Part ii: The postdisplay analysis of promotional effectiveness Corkindale, Kennedy, Sherril Jan-1973 The initial review of the MCRU Report Number 2 - covers two main areas of concern:- Part i "The predisplay assessment of advertising" Part ii "Post display analysis of promotional effectiveness" The report will cover what are considered to be main issues in evaluating methods of measuring advertising efffectiveness, for this was the guise under which the project was orginally set up. At a later date it is intended that a further review should be published on the material concerned with the process of how advertising works. This obviously has a strong overlap with any discussion on evaluation of effectiveness, but the area is large enough to warrant its own paper. It should be noted that as other areas David

Authors: Issue Date: Abstract:

become more evident as being of particular interest to the sponsor companies, an attempt will be made to review any relevant information which is available.

Author: Sutherland, john, c. Title: The effect of humor on advertising credibility Abstract A study examined the effect of humor on the perceived credibility, character, and authority of an advertisement and on the recall of that advertisement. Two groups of subjects each heard two radio spots announcements, one humorous and one serious. Two different products were advertised, so that the first group of subjects, 117 college advertising students, were exposed to a serious commercial for one product and a humorous spot for the other, while the second group, 132 students, heard the opposite.

The humorous and serious versions of each advertisement were identical in situation, product information, basic sales appeal, and number of times the product name and slogan war mentioned. subjects then filled out a questionnaire that solicited information on their perception of the commercial credibility, and character, as well as their retention of the message, the result indicated that there was a significant difference between the two group for each ad on the perceived humor of the message, however no difference in the subjects ability to recall Copy points was found between the humorous and serious message. Subjects rated the serious versions more credible than the humorous versions. The results suggest that the use of humor will have little effect on recall, and that a serious message is likely to be judged more credible and to have more authority than a humorous add

Title: A Meta analysis of humor effects in advertisement Author: Martin Misspend Abstract Although the pace of humor research in advertising has quickened over the past decades, the body of empirical evidence regarding humor effects in advertising remains equivocal. Previous Qualitative reviews barely provide generalizable conclusions on the question if humor is effective or when humor in advertising is effective. Both issues, the search for generalizable results and for

factors that moderate the impact of humor in advertising are specific tasks to be addressed by application of a meta-analysis. Assumptions for the analysis are based on theoretical models and on previous qualitative reviews. Theoretical Models and Previous Qualitative Reviews Two types of models, cognitive and affective, have been used to explain the impact of humor in advertising. The models suggest a positive impact of humor on attitude towards the ad (AAD), Attitude towards the brand (ABR), purchase intention and behavior. Effects on attention, comprehension, recall, and recognition may be positive in case humor impact follows an information processing perspective. However, if humor causes distraction, humor decreases elaborate processing and reduces cognitive responses (CR); it harms comprehension and probably also memory effects. The overall conclusions reached by the authors of previous qualitative reviews are fairly consistent with respect to some of the outcome Variables. They infer that humor attracts attention and awareness, enhances source liking (AADV), ad liking, and brand liking, but is not very effective in bringing about actions/sales. However, it is not clear if humor detrimentally affects comprehension and recall or not, if it enhances or decreases source credibility, and if it is more persuasive than serious messages or not. Previous studies vary with respect to several characteristics related to product, placement, humor, and method that have been discussed as possible moderating variables in the literature. Advertisers believe that humor is best suited for low involvement products, particularly for hedonic/feeling products

compared to functional/ thinking products. Humorous ads are said to be more successful for existing than for new products. Furthermore, ad executives Believe humor to be most suited in radio and TV-advertising compared to print advertising. Humor seems to work best for younger and well-educated consumers, particularly males. Two Method factors may be important that allow for more control and should hence lead to increased effects: the way the control ad is and if humor research is field research or performed as Laboratory study. The crucial moderating factor, however, is apparently the humorous stimulus. Advertisers seem to conceive humor as the degree of personal recognition and appreciation of humor. Humor ads that vary in the level of humor they evoke in the target audience lead to variations in advertising effect variables as well. The relationship between humor intensity and ad effectiveness can be conceived as either linear or curvilinear. Title: print and Television Advertisements and the Effects of Humor Author: Elliott Sawyer Abstract This study investigates the use of humor in both Print and Television Advertisements to study the persuasiveness of humor in advertising and the difference between the two mediums. Zhang, Baize, and Altenburg all suggest that advertisements are much more attractive to a consumer when using humor but they may not be as effective for selling the product. Strick, van Baaren, Holland, van Knippenberg, and Zhang all suggest that humor does increase the positive attitudes

towards the ad, but not necessarily towards the brand. This study bridges the gap between other studies that focus primarily on either Television or Print ads. Participants (N=27) completed measures of attitudes towards the ad, humor in the ad, and purchase intent. The hypothesis that the humorous television ad would have the highest attitudes and purchase intent out of all four categories was not supported by the data