Does humor really work in ads?
| Answer: Actually, as you'd expect, people really like humorous ads. But, they have proven more appropriate in ads for products that people are not really involved in (that is, products that they don't spend a lot of time thinking about. In those situations, customers get a lot of positive feelings due to the humor in the ad. Humor is also good at getting attention - which is a precursor of generating a positive attitude (remember, don't confuse attention and attitude - these are totally different things). Having said all of this, the most important thing to remember if you are going to use humor in your ad is to make sure that what you are selling is intimately tied to the humor. Else, people will only pay attention to the humor and ignore your product. So, in essence, don't use humor for the sake of the humor. |
More resources related to Advertising
-
Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.
-
Mad Men-style advertising, based on interrupting entertainment or news, is still with us—but most marketers recognize that it's unsteady on its feet. The reality is that people are tired of being "targeted" with ads and so are inclined to take evasive action. It's time to dust off the tried-and-true customer testimonial, and turbo-charge it for your website with video storytelling.
-
Do you know where you need to be advertising? Many marketers default to digital, but is that where your audience is? Other advertising methods can be paired with digital for the best strategy, according to Rebecca Bugger.
-
What's missing in any discussion of advertising's future is a deeper analysis of the forces at work.
-
In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing. Here is an excerpt of it, based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists. Get the full story.
-
Back in the day, times seemed simpler. Advertising, ad expert Rebecca Bugger and host George B. Thomas conclude, is continually changing, and you should always be testing your methods to see what works and what doesn't. Watch and listen to discover how advertising works today.
-
Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.
-
Digital advertising is booming, but it's best not to invest in every single channel at once. An ad tech expert shares some wisdom.
-
Personalized targeting has worked for banner advertisers for years. However, it was never feasible for OTT—until now. Here's why your OTT ad strategy needs work.
-
Consumer ads have ruled CTV, but with the ever-decreasing gap between home and work life, that doesn't have to be the case. Here's how B2B advertisers can use digital attribution to take advantage of CTV.
-
Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.
-
In the digital age, it can feel fruitless to market to people out "in the wild." But for a truly omnichannel approach, OOH ads shouldn't be ruled out. Here are six ways to take advantage of them.
-
The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.
-
Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how.
-
Content marketing and native advertising each have their own benefits. But when used together, the whole is greater than the sum of its parts. Read on for tips to help you drive even more leads.
-
Millennials are known for being a tech-savvy group, but ad overload means many digital ads are simply ignored. One way to capture Millennials' attention: go offline with billboards.
-
Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.
-
Advertising on LinkedIn requires a strategic approach that goes beyond mere ad placement. To truly excel, advertisers need to understand the ins and outs of the platform and its best-practices.
-
Many people take the same commute route every day. Placing a digital or interactive ad in a strategic public transit location can result in countless impressions and improved ROI.
-
Explore the impact of Google's AI Overview on SEO and more broadly on marketing and advertising. Learn more.
