The Impact of Humor in Advertising on Brand Recall in Bida LGA, Niger State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Humor is a widely used advertising technique that aims to capture the audience's attention and create a positive emotional connection with the brand. In Bida LGA, Niger State, advertisers often use humor to engage local consumers and make their brands memorable. According to Eze and Okoro (2024), humor in advertising can enhance brand recall by making advertisements more enjoyable and easier to remember. This study explores the impact of humor in advertising on brand recall in Bida LGA, focusing on how humor affects consumers' ability to remember and recognize brands after viewing humorous advertisements.
1.2 Statement of the Problem
While humor is frequently used in advertising, its effectiveness in enhancing brand recall in Bida LGA has not been adequately studied. Many advertisers in the region use humor without fully understanding its impact on consumer memory and brand recognition. This study aims to investigate the relationship between humor in advertising and brand recall in Bida LGA, providing insights into how humor can be strategically used to improve advertising effectiveness.
1.3 Objectives of the Study
1. To examine the role of humor in enhancing brand recall in Bida LGA.
2. To assess the effectiveness of humorous advertisements in improving consumer memory and brand recognition.
3. To explore the factors that influence the impact of humor on brand recall in Bida LGA.
1.4 Research Questions
1. How does humor in advertising influence brand recall in Bida LGA?
2. To what extent are humorous advertisements effective in improving consumer memory and brand recognition?
3. What factors influence the effectiveness of humor in advertising for brand recall in Bida LGA?
1.5 Research Hypothesis
1. Humor in advertising positively influences brand recall in Bida LGA.
2. Humorous advertisements are more effective in improving consumer memory and brand recognition than non-humorous advertisements.
3. Factors such as the type of humor and cultural relevance influence the effectiveness of humor in advertising for brand recall.
1.6 Significance of the Study
This study is significant because it will provide insights into the effectiveness of humor as an advertising tool in Bida LGA. The findings will be valuable for advertisers seeking to improve brand recall and consumer engagement by incorporating humor into their campaigns.
1.7 Scope and Limitations of the Study
The study focuses on the impact of humor in advertising on brand recall in Bida LGA, Niger State. It does not extend to other regions or other types of advertising techniques.
1.8 Operational Definition of Terms
1. Humor in Advertising: The use of comedic elements, jokes, or amusing situations in advertisements to engage the audience.
2. Brand Recall: The ability of consumers to remember a brand after exposure to an advertisement.
3. Consumer Memory: The mental process by which consumers store, retrieve, and recognize information about brands and advertisements.
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