Impact of humorous advertising on purchase decision: In context of Pakistan’s telecom industry

The purpose was to study the impact of humorous advertisement on purchase decision, and in order to reach this objective, Uf one ads were analysed and compared to other mobile network ads which are being aired, especially in Pakistan’s telecom industry. Mobile users of Pakistan filled the questionnaires which were administered via distributing hard copies and online through Google Forms, from January 2017 to January 2018. Secondary data were collected using different research journals, which included JSTOR, Science Direct and Google Scholar. The planned sample size was 127 respondents. The results showed that humorous advertisement is one of the appeals which breaks the clutter.90% of the respondents said that humorous advertisements greatly affect the purchase decision. Hence, Ufone’s ads are effective. Recommendation for future research would be to study humour in detail, that is, by dividing the humorous appeal in categories like dark humour, slice of life humour and studying their respective impact on customer’s purchase decision. Keywords: Humorous advertisement, advertisement effectiveness, purchase decision, telecom companies.

HEALTH COMMUNICATION MESSAGE PLANNING IN INSTAGRAM

Health communication is interpersonal communication focused on how an individual faces health-related issues and seeks to maintain his health. The lack of awareness and public knowledge about oral health is why many clinics and illegal noneducated dental practicians in Indonesia nowadays. The emergence of an Instagram account @korbantukanggigi is one way to make the public aware and educate the public about the dangers and consequences of illegal noneducated dental practician. This research aims to determine the process of message planning on the @korbantukanggigi Instagram account about unlawful noneducated dental practicians' education. This research using the Planning Theory by Charles Berger and New Media Theory. The method used is descriptive qualitative research, collecting data through in-depth interviews, observation, and documentation. The research results in planning messages there were five stages: the report stage, discussion stage, the drafting of the statement, goals, and the success of delivering the message. In implementing the message production technique, the researchers found that the @korbantukanggigi account used the humorous appeal technique and the one-side issue in providing education. Korbantukanggigi has created opportunities for new knowledge about a dentist's world, a place to share the viewpoint of the illegal noneducated dental practician and education related to dental and oral health, which the public largely ignored.

Impact of Humorous Advertising on Purchase Decision: In Context of Pakistans Telecom Industry

The purpose of the current study was to examine the impact of humorous advertisement on purchase decision. To the test the hypotheses, Ufone ads were analyzed and compared to other mobile network ads, which are being aired in Pakistans telecom industry. The data were collected from mobile users via survey method. The data were collected from January 2017 to January 2018. The sample size was 127. Data were analyzed using correlation and regression analysis. The findings suggested that humorous advertisement is one of the appeals which breaks the clutter. 90% of the respondents said that humorous advertisement greatly affects the purchase decision. Hence, Ufones ads are effective. Recommendation for future research would be to study humor in detail; that is dividing the humorous appeal in categories like dark humor, slice of life humor and studying their respective impact on customers purchase decision.

Comparative Evaluation of the Attention Capture and Holding Power of Novel Signs Aimed at Park Visitors

Communication theories guided the development of messages to increase attention paid to signs in Yosemite National Park regarding food storage in bear country. Four experimental signs (moral appeal, humorous appeal, narrative story, and telegraphic title) were tested against a standard park message at three locations in the park. Hypotheses that the experimental signs would outperform the standard sign were only partially supported. In most cases, more than 50% of visitors at least glanced at the signs, although few paid sufficient attention to fully process the message. The most effective sign overall was the narrative format. However, observations of 963 people indicated that the effect of signs on reading behavior is highly variable and depends often on the location of the sign. Interviews with 163 visitors in two locations showed that visitors recognized certain signs as highly familiar and tended not to like traditional formats as much as the novel designs. The empathetic and narrative messages received the most positive response. The highly variable attracting power and holding times for the different messages across locations suggests park managers need to attend closely to audience and site characteristics if they expect to communicate effectively with signs. Implications for understanding message vividness are developed.