TY - JOUR
T1 - The effectiveness of humor in advertising
T2 - Analysis from an international scope
AU - Núñez-Barriopedro, Estela
AU - Klusek, Klaudia Goralczyk
AU - Tobar-Pesántez, Luis
N1 - Publisher Copyright:
© 2019 Allied Business Academies.
PY - 2019/8
Y1 - 2019/8
N2 - In advertising, as in marketing, different advertising techniques are used to achieve the objectives proposed by companies, among them, to reach a large number of consumers who remember both the brand, the product as well as the advertising campaign used, that is, the effectiveness. The use of humor as an advertising technique is very recurrent among brands when looking for this effectiveness to the point of having a globalization of it at the intercultural level, coming to be used by the best companies in the five continents and getting to be one of the most used techniques in the most effective advertising campaigns of recent years.
AB - In advertising, as in marketing, different advertising techniques are used to achieve the objectives proposed by companies, among them, to reach a large number of consumers who remember both the brand, the product as well as the advertising campaign used, that is, the effectiveness. The use of humor as an advertising technique is very recurrent among brands when looking for this effectiveness to the point of having a globalization of it at the intercultural level, coming to be used by the best companies in the five continents and getting to be one of the most used techniques in the most effective advertising campaigns of recent years.
KW - Advertising
KW - Agencies
KW - Culture
KW - Effectiveness
KW - Humor
KW - International
KW - Management
UR - http://www.scopus.com/inward/record.url?scp=85078911863&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85078911863
SN - 1544-1458
VL - 18
JO - Academy of Strategic Management Journal
JF - Academy of Strategic Management Journal
IS - 4
ER -