INVENTING HUMOUR ADVERTISING AS A COMPETITIVE PARADIGM IN THE NIGERIAN GSM INDUSTRY
Keywords:
Humour Advertising, Competition, Paradigm, GSM Industry and Comedy.Abstract
The aim of this study is to investigate the advent and growing popularity of humor advertising as a competitive tool for influencing the buying behavior of consumers of GSM services in Nigeria. Following the liberalization of the industry in 2001, there has been an upsurge in the competition among the licensed operators of the industry with a view to gaining significant market share. As a means of pushing a product/service into the consciousness of existing and prospective consumers advertising works on their attention, liking and persuasion to purchase a product/service. Humor advertising has been reported in the literature as a successful means of gaining consumers’ attention, liking, persuasion and action. Primary research method was adopted through the use of questionnaire. The questionnaire was developed to identify the relationship between demographic variables such as age, sex, and education on the effectiveness of humor advertising on consumer buying behavior. A random sample of 100 respondents was selected using multistage sampling procedure. Out of the 100 copies of the questionnaire distributed, 92 (92%) were retrieved. Data gathered were analyzed with the use of tables, charts, percentages and a few inferential statistics including correlation coefficient. Results show that humorous adverts can be used effectively to create affection towards the advertised product/service even in the developing economies like Nigeria. Results also show that gender can significantly influence humor advertising as women appear more likely to be persuaded by humor adverts than men.
Metrics
References
Baines, P.F., Fill, C. and Page, K. (2008). Marketing. New Jersey, Oxford Press.
BBC. (2003), BBC [online]. Available at : http://news.bbc.co.uk [Assessed 16th February, 2013].
Belch G.E and Belch, .A (2004). Advertising and promotion: an integrated marketing communications perspective (6th ed.) New Delhi, Tata McGraw-Hill Publishing company Limited.
Berg, E.R., and Lippman, L.G. (2001). Does advertising in radio advertising affect recognition of novel product brand names? The Journal of General Psychology, 128(2), 194-205.
Berger, A.A, (1987). Humor: an introduction. American Behavioral Scientist. 30(1), 6-16.
Catanescu, C. & Tom, G. (2001). Types of Humor in Television and Magazine Advertising. Review of Business, Vol. 22 Issue 12, p92.
Fugate, D. (1998). The advertising of services: what is an appropriate role for humor? Journal of services marketing, Vol. 12 Number 6 pp. 453 – 472
Kotler Philip, and Armstrong, Gary (2004), Principles of Marketing, 10th edition, Pearson Education, Inc. India.
Leonidas, H., Christina, B. and Yorgos, Z. (2012). The effects of culture and product type on the use of humor in Greek TV advertising: An application of Speck’s humorous taxonomy. McGhee, P.E (1974). Cognitive mastery and children’s humor, Psychological Bulletin, 81(10), 721-730.
Nigerian Communication Commission (2013). Telecom Subscriber Information. Available at www.ncc.gov.ng . [Assessed 9th December, 2013]
Nigerian Communication Commission (2014). Telecom Subscriber Information. Available at www.ncc.gov.ng . [Assessed 17th June, 2014]
Olsson, V., and Larsson, A. (2005). Humor in advertising. Unpublished Bachelor’s Thesis. Pricken, E.G. (2008). Humour Advertising and drama: The construct, and the theory. European Journal of Marketing, Vol. 30, Issue 9, pp. 37-59
Shimp, T.A. (2000). Advertising Promotion Supplemental Aspects of Integrated Marketing Communications, The Dryden Press, Dryden.
Solomon, A.M., (2004) Consumer behavior: buying, having and being (6th ed.) New Jersey, Pearson Education Inc
Speck, P. Sergi (1972). The humorous message taxonomy: A framework for the study of humorous Ads. Journal of Current Issues and Research in Advertising, 13, pp 1-44.
Spotts, H.E., Weinberger, M.G. and Parsons, A.L. (1997). Assessing the use and impact of humor on advertising effectiveness: A contingency approach. Journal of Advertising, 26(3), pp 17-32.
Udofia, B.K (2011). Humor in Advertising. Journal of Marketing, Vol. 37, Issue 4, pp 22-28.
Weinberger, M.G. and Gulas, C.S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21 (4) pp 36-59.
Weinberger, M.G. and Spotts, H.E. (1989). Humor in U.S. versus U.K. Tv commercials: A comparison, Journal of Advertising, 18 (2), 39-44.
Whipple, T.W. and Courtney A.E (1981). How men and women judge humor, advertising guidelines for action and research. Current Issues and Research in Advertising, J.H Leigh and C.R Martin Jr., (eds.) Division of research, Graduate School of Business Administration, The university of Michigan, pp 43-56.
Mandeep Singh Nathial, Analysis of set shot in basketball in relation with time to perform the course and displacement of center of gravity, American Journal of Sports Science, Vol.2 Issue.5 pp: 122-126 (2014). Retrieved from https://www.sciencepublishinggroup.com/journal/paperinfo.aspx?journalid=155& doi=10.11648/j.ajss.20140205.13
Mandeep Singh (2010). Evaluation And Improvement of Sports Techniques Through Biomechanical Updated Analyzing Technology, University News, Journal of Higher Education Association of Indian Universities, Association of Indian Universities, Vol:48:Issue.05;2010 Pp45-57, 2010
Mandeep Singh Nathial, A Study of Adjustment and Emotional Intelligence of University Coaches in India, American Journal of Applied Psychology. Volume 3, Issue 6, November 2014, pp. 122-126. doi: 10.11648/j.ajap.20140306.11
Nathial, mandeep singh. A COMPARATIVE AND ANALYTICAL STUDY OF SELF-ESTEEM AND JOB SATISFACTION IN ATHLETES AND NON ATHLETES. Journal of Advances in Social Science and Humanities, 2(10). https://doi.org/10.15520/jassh210123
Singh, M., Kour, R., & Kour, A., A collaborative diversified investigation of respective responses of sports person coaches and organizations on criminalization of doping. International Journal of Health Sciences, 6 (S3), 11295–11310. https://doi.org/10.53730/ijhs.v6nS3.8641
Mandeep Singh., Assessment of Vocational Interests of Pahadi & Bakarwal School Students In Relation To Their Gender. Int J Recent Sci Res. 9(3), pp. 24817-24819.
DOI: http://dx.doi.org/10.24327/ijrsr.2018.0903.1731
Singh, M., & Deol, N. S.; KINEMATICAL ANALYSIS OF HIGH DRIVE IN SOCCER. INTERNATIONAL JOURNAL OF RESEARCH PEDAGOGY AND TECHNOLOGY IN EDUCATION AND MOVEMENT SCIENCES, 1(01). Retrieved from https://ijems.net/index.php/ijem/article/view/5
