The influence of humor in advertising on customer recall: A study of Nigerian Bottling Company in Niger State
- Project Research
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Background of the Study
Humor has long been a powerful tool in advertising, used to capture attention, create positive associations, and enhance brand recall. When effectively applied, humor can make ads more memorable, evoke positive emotions, and strengthen consumer attachment to a brand. Advertisers often use humor to differentiate their products in a crowded marketplace and create a lasting impact on their audience.
The Nigerian Bottling Company (NBC), a major player in the beverage industry, has utilized humor in its advertising campaigns to appeal to a broad audience and create a strong brand presence. In Niger State, where traditional media such as television and radio remain key platforms for reaching consumers, NBC has incorporated humor into its advertisements to increase customer engagement and brand recognition.
This study will examine the impact of humor in NBC’s advertising campaigns on customer recall in Niger State, focusing on how humorous elements in advertisements influence consumers’ ability to remember the brand and its products.
Statement of the Problem
Despite the widespread use of humor in advertising, its effectiveness in enhancing brand recall, particularly in the Nigerian context, has not been extensively researched. While NBC has employed humor in various campaigns, it is unclear how such humor influences customer recall and whether it leads to higher brand awareness and consumer preference. This study aims to explore the relationship between humor in advertising and customer recall in Niger State.
Objectives of the Study
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To evaluate the impact of humor in NBC’s advertising on customer recall in Niger State.
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To assess whether humorous advertisements contribute to increased brand awareness for NBC in Niger State.
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To identify the factors that make humorous advertising effective in enhancing customer recall for NBC.
Research Questions
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How does humor in NBC’s advertising influence customer recall in Niger State?
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Does humor in NBC’s advertisements contribute to increased brand awareness in Niger State?
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What factors determine the effectiveness of humor in NBC’s advertising campaigns in enhancing customer recall?
Research Hypotheses
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Humor in NBC’s advertising significantly improves customer recall in Niger State.
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There is a positive relationship between humorous advertisements and increased brand awareness for NBC in Niger State.
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The effectiveness of humor in advertising is influenced by factors such as the relevance of the humor, cultural context, and audience preferences.
Scope and Limitations of the Study
This study will focus on NBC’s use of humor in advertising in Niger State and its effect on customer recall. It will be based on consumer surveys, interviews, and analysis of NBC’s advertising campaigns.
Limitations may include potential biases in consumer perceptions of humor and the challenge of isolating humor as the sole factor influencing customer recall. Additionally, regional differences in humor preferences may limit the generalizability of the findings.
Definitions of Terms
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Humor in Advertising: The use of humorous elements, such as jokes or funny scenarios, in advertisements to engage and entertain the audience.
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Customer Recall: The ability of customers to remember a brand or product after seeing or hearing an advertisement.
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Brand Awareness: The extent to which consumers can recognize or recall a brand.
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Advertising Effectiveness: The degree to which an advertisement achieves its intended objectives, such as increasing brand awareness, engagement, or sales.
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