Under the Supervision of

Dr. Ashish Bajpai Associate Professor

Faculty of Management Studies Banaras Hindu University Varanasi-221005

Manish Kumar Research Scholar Enrol. No.-295658

Advertising???
y "Advertising is the nonpersonal communication of

information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7)

perception, Exchanges satisfaction What is Advertising?

The structured and composed non-personal communication

Advertising
Usually paid for Usually persuasive in nature About products/Services From identified sponsors Through various media

y According to a research concentrating on the

advertisers viewpoint, advertisement is an important tool which companies use to directly persuade buyers and public (Kotler, 1994).

y Robert Goldman and Stephen Papson in their work

(Advertising in the age of Hypersignificance, Aug.1994) have given how advertising has changed from 1940 to 1990

y Advertising uses appeals as a way of persuading people

to use certain products/Services.

y Advertising agencies and companies use different

types of advertising appeals to influence the purchasing decisions of people.

Different Types of Advertising Appeals

y y y y y y y y y y

Emotional Appeal Fear Appeal Humor Appeal Sex Appeal Music Appeal Scarcity Appeal Rational Appeal Masculine Feminine Appeal Adventure Appeal Youth Appeal

Humour???
y Tendency of particular cognitive experiences to

provoke laughter and provide amusement.

y It is one of the most powerful forms of

persuasion.

y Roman and Maas (1976, p. 25) wrote, Everyone likes

funny commercials. Creative people like creating them. Advertisers are pleased to be running them. The consumer enjoys them. The only problem is: People laugh at the joke and forget the product telling it No less an advertising authority than David Ogilvy (1985, p. 103) used to agree with this conventional wisdom, but has recanted his opposition to the use of humor in advertising based on focus group results. He concluded that changes in the public s taste, attitudes and values have led to wider use and acceptance of humorous promotions.

y I always look for joy, happiness and humour

in advertising films. An advertisement without joy or humour is lifeless. Watching subtle nuances of life is necessary. It gives you ideas. Mazak mein duniya badal jati hai. Maar-peet se kuch nahi hota, says Ad Guru Prahlad Kakkar.

Types of Humour in advertising:

y Using a comedian y Capitalizing on the current topics y Strong idea based humor

Few Examples:

y It has been estimated that between 30% and 42% of

ads employ humor (Markiewicz,1974; Weinberger, Spotts, Campbell, & Parsons, 1995). y The use of humor has become common practice in advertising. Approximately one out of five television ads contain humorous appeals (Beard 2005).

y Over the years, there has been a gradual evolution in the

use of humour in Indian advertisements. In 1993, only 28% of commercials were humour-based. By 2001, at least 46% tried to incorporate some form of humour.
Http://IIMS-MARKATHON.Blogspot.Com/2009/08/MEASURING-EFFECTIVENESS-OFHUMOUR.Html

SU-YING : The use of humor in television advertising: A content analysis of humorous ads across humor types versus product types

y 1> Humour is a popular message element in TV ads. y 2>Humour is most often used for ads of low-

involvement/feeling products which is consistent with the findings of the previous research by Weinberger and Spotts in 1989.

As stated by Spotts et al.(1997):

y Advertisers of yellow goods, who commonly use

humour should question their heavy use of humourdominant messages. Advertisers of red and blue goods should carefully consider whether humour should be used at all.

y In the majority of the previous studies, participants

were presented with a single humorous or nonhumorous ad, before reporting their attitudes and purchase decisions on explicit Likert-type rating scales.

Research methodology
Problem Statement First to take a deep insight into how far humour as an advertising tool seeking to break the clutter and enhance the message comprehension for the select consumer undergoing a buying decision process for a select product category, is effective.

Continue.....
Secondly, the research problem is to understand the variations in the effect of humour on the select consumer buying decision process set against the differentials of medium and product category.

Objective(s) of the Study:y To examine the effect of humorous ad for the select

consumer and medium in a product category and find out the internal variations (customer & medium wise) for the stated product category.
y To assess the overall combined effect (of both

consumer & medium taken together) of humorous ad for the product category.

Continue...
y To compare the overall combined effect (of both

consumer & medium taken together) of humorous ad between the stated product categories.

Research Design:y Descriptive one as the research is supposed to be about

finding the facts and drawing the conclusions based on that. Data Collection The study will rely on primary data for seeking opinion of the various categories of customers and product that have been shortlisted.

Sampling design:
y The researcher plans to use cluster sampling as

a mode of sampling.
y Audience coming across various advertising more

frequently will be the population of the study.

Proposed tools for analysis:

y Depending upon the situation and requirements

few descriptive and inferential statistical tool and techniques like, Factor Analysis, ANOVA, ChiSquare test might be used.

Scope of the study:-

y The study tends to be conducted in Delhi NCR

because of its wide demographics representing a wide variety of customers from the whole of India. Also Products from different categories will be selected.

Significance of the study

y It is expected that it will help marketer to utilise the

humour stimulus in marketing communications most effectively.

y The research is also expected to contribute

academically for the students and researchers of marketing and other related fields.

SUGGESTION(S)??????????

Thank you!!!