Perception of humour banner advertising: a conceptual framework
by Igor Makienko
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 8, No. 3, 2014

Abstract: Online advertising has become a very popular and cost effective communication tool for marketers. However, humour banner advertising has never received attention from the researchers. We develop a conceptual framework of how consumers perceive humour banner advertising. When online consumers are not actively looking for a product and exposed to banners involuntarily, they try to minimise their cognitive efforts and process peripheral cues of the advertising message rather than the message content. Thus, they form preliminary attitudes toward the banner and the advertised brand based on the favourability of peripheral cues. As humour represents a strong executional cue and is the perfect attention-grabbing tool with a low-involved audience, in general, humour banner advertising is likely to be more effective in an online environment than non-humour banner advertising. We also discuss how content relevance between an advertised brand and the website, an individual's need for cognition and the type of consumer online behaviour moderate the effectiveness of humour banner advertising. An extensive literature review is used to identify the research findings that support our conceptual framework.

Online publication date: Sat, 24-Jan-2015

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