International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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    2 Author(s):  DR. ARUL R, JOHN FELIX K

Vol -  10, Issue- 1 ,         Page(s) : 75 - 85  (2019 ) DOI :


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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2. Ogilvy D., Parker A. 2004, Confessions of an Advertising Man. Southbank Pub-lishing.
3. Adams, Britt; Schellens, Tammy; Valcke, Martin (2017). "Promoting Adolescents' Moral Advertising Literacy in Secondary Education". Comunicar (in Spanish). 25 (52): 93–103. doi:10.3916/c52-2017-09. ISSN 1134-3478.
4. Avery, James (August 1, 1992). Student-Run Advertising Agency: A Showcase for Student Work. Archived from the original on July 24, 2009.
5. "". Archived from the original on April 25, 2017. Retrieved February 13, 2017.

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