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IMPACT OF HUMOR ADVERTISING ON CONSUMER PURCHASE DECISION IN KARAIKUDI TOWN
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Author(s):
DR. ARUL R, JOHN FELIX K
Vol - 10, Issue- 1 ,
Page(s) : 75 - 85
(2019 )
DOI : https://doi.org/10.32804/CASIRJ
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Abstract
According to “David Ogilvy, Never Stop testing, and your advertising will never stop improving” The purpose of this study was to study the consumer decision process and its determinants, explore the concept and usage of humor in advertising to find out its impacts on consumer’s purchase decision. The theoretical framework gathered data from articles, books and previous re-searches. The author explained the process of purchase decision making, consumer buying behavior and presented the classification of humor, effects of humor and appropriate product types.
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