Abstract
Marketing people want their advertisements to be remembered. Recall the brand then buy it. So what makes ads memorable? Does humor help or hinder the process? Simple question, but alas, as often, complicated answer.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Reference
Kellaris, J. J. and Cline, T. W. (2007) “Humor and Ad Memorability: On the Contributions of Humor Expectancy, Relevancy, and Need for Humor,” Psychology and Marketing, 24, 497–509.
Copyright information
© 2008 Adrian Furnham
About this chapter
Cite this chapter
Furnham, A. (2008). Funny Business. In: Management Intelligence. Palgrave Macmillan, London. https://doi.org/10.1057/9780230227439_32
Download citation
DOI: https://doi.org/10.1057/9780230227439_32
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-230-21664-8
Online ISBN: 978-0-230-22743-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)