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Responses To Humorous Ads Does Audience Involvement Matter?

Responses To Humorous Ads Does Audience Involvement Matter?. By: Ashley Fischer Emily Emmons Kayleen Beals. Mac vs PC Commercial. http://www.youtube.com/watch?v=VuqZ8AqmLPY. Involvement.

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Responses To Humorous Ads Does Audience Involvement Matter?

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

  2. Mac vs PC Commercial • http://www.youtube.com/watch?v=VuqZ8AqmLPY

  3. 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.

  4. 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.

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

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

  7. Involvement Using Humor

  8. 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

  9. Conclusion • Humor functions to: • Create awareness • Strengthen product/brand attitude • Be memorable

  10. Career Builder Commercial http://www.youtube.com/watch?v=ra2CXQww_rY

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