Abstract
Breaking through advertising clutter remains a challenge for marketers. With the rising popularity of TV commercials re-cast on video sharing websites, digital metric evidence now reveals that commercials with high entertainment value offer more opportunity for viewer attention and engagement than even the best of informative feature pitches. Humor, in particular, accounts for most of this entertaining interaction. Yet despite the nearly $50 billion spent annually on worldwide commercials intended to be humorous, little is known about its impact on audience attention and engagement in a social setting.
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 301-304 |
| Number of pages | 4 |
| DOIs | |
| State | Published - 2015 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (Electronic) | 2363-6173 |
Bibliographical note
Publisher Copyright:© 2015, Academy of Marketing Science.
ASJC Scopus Subject Areas
- Marketing
- Strategy and Management
Keywords
- Blue Product
- High Involvement
- Message Relatedness
- Product Category
- Viewer Attention
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