The Impact of Humor in Radio Advertising
From the Paper:
The use of humor in radio advertising is not a new concept. Every year millions of dollars are spent in the development and execution of humorous advertising in the United States. It is a tool that advertisers and radio stations have been using for years to grab the attention of their listeners. They use humor to help them place a product image in the listeners mind, but does this technique really work? Advertisers use humor appeals in radio advertising in order to differentiate a product whose advertising faces a heavy amount of corporate noise.
Only $13.90 / page
The use of humor, some advertisers feel, can help listener recall, and attitude toward the brand. Humor, however, is hard to conceptualize or put into operation.?