Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July11-Article1-Effect of Absurdity In Advertising On Brand Recall
- Price : 80.00
- Published on July 1, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Drawing insights from a survey of 120 young respondents, this article explores Indian youth’s perspectives about absurdity in advertising across likeability, believability, trustability and purchasability. The paper first discusses the effect of absurdity on brand recall of the respondents followed by analysis of brand recall of absurd advertisements with likeability, believability, trustability and purchasability. Results demonstrate that there was a strong correlation between brand recall of absurd advertisements and entertainment value of an advertisement. The analysis highlighted that respondents did not consider absurd advertisements to impart any real information about the product and no correlation was found between recall value of absurd advertisements and believability and trustability. However, considering the strong correlation between other dimensions, among themselves, the stress on absurdity alone is a problematic trend in modern advertising.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.