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Effectiveness of humor advertising on advertising success

Author

Listed:
  • S, venkatesh
  • N, senthilkumar

Abstract

In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review about Impact of humor in advertising for 40 years and detailed overview about various humor related aspects and also it supports earlier outcomes, what’s the purpose of humor used in advertising are analysed here. The various Journal databases were collected and reviewed; the paper is very useful for Advertisers, marketing practitioners and researchers who research on Humor in Advertising

Suggested Citation

  • S, venkatesh & N, senthilkumar, 2015. "Effectiveness of humor advertising on advertising success," MPRA Paper 63973, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:63973
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    File URL: https://mpra.ub.uni-muenchen.de/63973/2/MPRA_paper_63973.pdf
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    More about this item

    Keywords

    Effectiveness of Humor advertising; Humor advertising; Humor; advertising; advertising review; Effectiveness of Humor advertising on Advertising Success;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - 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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