Some of the most memorable advertising campaigns in recent history, regardless of company size and marketing budget, and whether broadcast, print or online-only, have involved humor. As an audience, consumers most enjoy being entertained instead of pitched, and so appealing to them emotionally can lead to further engagement with your product in the future. Utilizing social media can be an inexpensive and extremely effective way to do that. But thinking creatively and beyond the product, you can create something that becomes a viral hit and appeals to your customers, while also allowing others who may have zero intention to buy your product to share it with their friends, raising brand awareness.
Some of the most memorable advertising campaigns in recent history, regardless of company size and marketing budget, and whether broadcast, print or online-only, have involved humor.
As an audience, consumers most enjoy being entertained instead of pitched, and so appealing to them emotionally can lead to further engagement with your product in the future. Utilizing social media can be an inexpensive and extremely effective way to do that. But thinking creatively and beyond the product, you can create something that becomes a viral hit and appeals to your customers, while also allowing others who may have zero intention to buy your product to share it with their friends, raising brand awareness.
So why should your company use humor in its advertising?
How can you implement it into your overall marketing strategy? Those questions and more will be answered in this guide. How to Use Humor in Advertising: Why Advertise With Humor?
According to a Journal of Marketing study that examined multinational effects of humor on advertising a study that still stands truethe major conclusion was that 'humor is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed as appropriate for the product category.
Under such circumstances, humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness. Particularly when you're selling a very specific product, you need to give your customers valuable purchasing information and specifics, but without hitting them over the head with it.
Spend money on traditional advertising that will actually lead to conversions for your leads, because that's where the bulk of your business will come from. But occasionally adding humor into the equation when it's least expected can be a great way to show customers that you care not just about sales, but about their individual satisfaction.
You can do this in your blog, via your company's social media presence, or in a traditional advertising campaign.
So someone will always feel left out. But talking solely about your product just doesn't work. When Humor Works Comedy can be the great differentiator for any product, notes Washer.
So when Cisco was releasing their new ASR inWasher helped to create a sketch around how many ways a man can show his wife he loves her, with the purchase of a new router was the humorous conclusion.
And anything you say beyond that is going to be more meaningful. When Humor Doesn't Work Identifying examples of advertising where humor was employed but failed could be a story in itself, but there are plenty of recent examples of poorly executed campaigns that teach just as much about doing it right as they do things to avoid.
As soon as you start doing that, you lose the audience. It's important to fight the urge to burden a comedy with product information. The second mistake I see is companies that simply are not willing to take a risk by being a little bit edgy. If you are safe, your results will be average. But it's when you take a chance that something can become really big.
In the ' Lizard Lake ' campaign, the brand employed three NFL players, CGI computer-generated imagery lizards and monsters and had them dancing in a mockery of the old and famous ballet Swan Lake.
How to Use Humor in Advertising Thinking beyond your product and more in terms of humor and entertainment can maximize your advertising effectiveness. Here's how to pull it off. "Conversely, a funny ad on a fictional space ship, while funny, does not deliver the effectiveness of a highly relatable ad." Some of the most memorable humorous campaigns seem to align with. advertising effectiveness of stereotyped advertising (e.g., Whipple and Courtney ; Zawisza and Cinnirella ). None of these previously published studies has assessed how the use of gender stereotyping in advertising and the effects of stereotypes in .
There were many reasons the campaign was not received well: Aliens and too much product promotion throughout. How To Add the Humor While it's a great idea to attempt comedy, actually pulling it off can be very tricky for many. And as a small- or mid-sized organization, it's unlikely you'll have a Madison Avenue advertising agency with access to a major budget and top-tier comedic talent to tap into.
But that doesn't mean you can't find talented writers and producers to help you. Assuming you don't have in-house talent to work on these campaigns, Washer recommends you begin by visiting a local film school and talking to some of the professors IMDB Directory of Film Schools.
Find out who some of the top seniors are, as almost every school will have someone with a great comedic voice and vision. Even better for small businesses, since they aren't yet established professionally and rather are looking to add to their reel and resume, you can acquire them much cheaper.
Another option for those in urban areas is to visit a local improv comedy theatre it's important not to go to a stand-up performance and see who controls the crowd best.
As Washer says, those venues tend to attract 'more cerebral types of comedy writers who aren't going for a cheap laugh but understand comedy that comes from character and situation.
Because as consumers, they don't care how big your company is or what your budget was. If it's funny and good, that's what matters. A commercial that may leave one person keeled over from laughter may leave a bad taste in another's mouth.
The target market must always be considered, and running test and focus groups to receive feedback is always a great idea. Sometimes the portion of the commercial you thought was the funniest may get no laughs, while a scene you never expected to be a hit can be the most popular part.
It's important with every advertising campaign to set measurable and realistic expectations.Journal of Advertising Humor Research The widespread use of humor, coupled with the unresolved questions regarding it, has drawn the at-tention of numerous communication researchers.
humor in advertising or (2) may simply be combined with humor in advertising; both of these tactics are implemented by advertisers to enhance the effectiveness of advertising efforts. ABSTRACT - Prior investigations of the impact of humor on advertising message comprehension have generally found humorous commercials to be no more effective than comparable serious messages.
This study re-examines humor's influence by focusing on type of humor measurement (manipulated vs. perceived) and humor location in the advertisement.
ABSTRACT - This study investigates the effect of humor in advertising on three dependent measures of advertising effectiveness: perceived humor, attitude toward the brand, and ad recall. Also examined are the effects of multiple exposures and the effects of social setting (size of the audience).
How to Use Humor in Advertising Thinking beyond your product and more in terms of humor and entertainment can maximize your advertising effectiveness.
Here's how to pull it off. Study of effectiveness of humorous ads That act may be inquiring for more information,calling for an appointment, coming by your store or sending in an order by mail. The outcome of these actions should,if course,eventually be a sale.