Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Effectiveness of Humor in Advertising: Analysis from an International Scope

Author(s): Estela Nunez-Barriopedro, Klaudia Goralczyk Klusek, Luis Tobar-Pesantez

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.

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