The impact of humorous advertising on consumers with the focus on Ufone Ads

Date : Jan 2011 - Jan 2012

Consumers are exposed to hundreds of stimuli everyday therefore one of the challenges marketeers face is to get the attention of the consumer and to communicate a value proposition to the target audience efficiently and effectively. There are hundreds of brands and products available in the market. Consumer therefore faces difficulty in deciding which brand or product to purchase. Advertising helps consumers to make a decision to purchase a particular brand or not. Once consumer has purchased a brand or product the company would be interested in having a long term relationship with consumers. Advertising would only be effective if a company uses integrated communication strategies. Moreover, different kind of advertising strategies are used which are inclusive of message strategy, creative strategy, informational appeal, and transformational appeal strategy. Humorous advertising has recently gained some attention of the marketers in Pakistan and world over. There is a need for research in humorous advertising especially in Pakistan. Ufone are the pioneers in humorous advertising, therefore this study focuses on the impact of Ufone advertisement on consumers and there buying behavior. the problem is that marketers in Pakistan are not sure which of the advertising strategies would be more effective in Pakistan’s environment. Humorous advertising has recently gained popularity in Pakistan however not much research has been carried out in this regard. In view of this gap there is a need to identify the response of individuals exposed to humorous and serious advertisements. The main purpose was to record the base line response of audience and to record the responses in a neutral stage. Audience was totally engaged in the humorous advertisements and enjoyed a lot. They gave a very positive and great response. The message was clear to the audience but they were more interested in the way the message was delivered rather than the message.