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Humor in advertising: a review on use of television radio and print advertising media

Author

Listed:
  • S, venkatesh
  • N, senthilkumar

Abstract

Television advertising is a most common commercial activity used in advertising medium. Humor in advertising contains an important aspect on changing attitude of the consumer, improves buying behavior and creates new patterns for buying any goods and services. Humor in television advertising is the effective and convenient way to attract the any consumers because they are emotional based content and makes the consumer to special for satisfaction. Compared to all emotions humor advertising is a favorable emotion which plays an important role for consumers to attain a great influence over brand attitude, brand consumption, brand recall and purchasing decisions, increasing efficiency of advertisements. In this paper reviewed on humor in television advertising on consumers attitudes

Suggested Citation

  • S, venkatesh & N, senthilkumar, 2015. "Humor in advertising: a review on use of television radio and print advertising media," MPRA Paper 63978, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:63978
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    File URL: https://mpra.ub.uni-muenchen.de/63978/1/MPRA_paper_63978.pdf
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    More about this item

    Keywords

    Humor in advertising: a review on use of television radio and print advertising media; humor in advertising; television; radio; print; advertising media; review on use of television radio and print advertising media; review on television; review on radio; review on print; review on advertising;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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