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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=V 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 http://www.youtube.com/watch?v=ra2 CXQww_rY
