What Response Does Your Ad Generate?
Kirsten Zapiec, Senior Vice President, TNS Brand & Communications
Jennafer Stahl, Senior Manager, TNS Brand & Communications
Gretchen Strohm, Research Associate, TNS Brand & Communications
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In today’s extremely cluttered media environment many advertisers turn to humor as a way to break through to consumers. And why not? Laughter is a sign of enjoyment – people like to laugh.
But simply making people laugh doesn’t guarantee success. Effective advertising connects to consumers at both a rational and emotive level. So, if humor is to make an effective emotive connection, it needs to be the right kind of humor that generates the right kind of emotion.
The NeedScope model below identifies different types of humor that align with a brand’s overall strategy. Is your brand suited to making consumers laugh out loud or is it more suited to humor that generates a quiet chuckle? Should your brand use humor that is based upon an obvious prank or subtle wit that requires some thinking? Can your brand do the laughing, or should the humor be at the expense of you brand, making it more accessible and human?
No matter what category your brand operates in, or what your brand positioning is, there is an appropriate kind of humor...
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Kirsten Zapiec may be reached at kirsten.zapiec@tns-global.com.
Jennafer Stahl may be reached at jennafer.stahl@tns-global.com.
Gretchen Strohm may be reached at gretchen.strohm@tns-global.com. |
