Comic commercials: a quantitative research on the effects of humor and repetition of Resorts World Manila TVCS on ad perception and recall

Abstract

The research paper aimed to seek how humor and repetition in advertising influences consume purchase decision. This study is vital for any marketing institution because the findings, results, and conclusions of the study would be of help in identifying whether what type of persuasion is most effective to consumers and in deciding how often does an advertisement need to run on TV for them to achieve their goals. The researcher aimed to discover concepts and ideas regarding the variables humor, repetition and consumer purchase decision and investigate the plausible relationships between humor and measures of advertising effectiveness operationalized here as message recall and consumer purchase decision. For the purpose of this study, the researcher focused on answering the main problem: To what extent do repetition influence perceived humor, memory, and purchase decision? The research was only limited by using two advertisements during the study: one humorous advertisement and one with no humor. The study was focused on the experimental ways of collecting data hence, the researcher's approach was quantitative. The researcher collected the data by conducting questionnaires to 100 people who are within Class A to B. Through statistics, specifically MANOVA, the researcher was able to analyze all the data gathered. Based on the findings of the study, humor is found to influence consumers' brand attitude and their brand information recall. Perceived humor appears unaffected by another mediating factor: frequency of exposure.