Responses To Humorous Ads Does Audience Involvement Matter? By: Ashley Fischer Emily Emmons Kayleen Beals.

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Presentation transcript:

Responses To Humorous Ads Does Audience Involvement Matter? By: Ashley Fischer Emily Emmons Kayleen Beals

Mac vs PC Commercial uqZ8AqmLPY

Involvement Involvement is defined as an individual, internal state of arousal with intensity, direction, and persistence properties. –Involvement has been identified as an important variable that influences advertising effectiveness.

Positive Brand Management When we see a funny advertisement we tend to discuss it with our friends and family. It tends to bring a higher level of involvement to the consumer. These two factors help build a companies positive brand image.

Affect vs. Cognitive Reaction Affect: People just react! Cognitive Reaction: Requires a stimulation and elaboration…

Humorous Ad Most Alcohol ads tend to use humor as well as sex appeal to gain involvement from the consumer.

Involvement Using Humor

Experiment Critique Only using students in the sample Assigning levels of involvement Use of rewards to encourage involvement Using print ads only Single exposure vs. multiple exposure

Conclusion Humor functions to: –Create awareness –Strengthen product/brand attitude –Be memorable

Career Builder Commercial 2CXQww_rY