RT info:eu-repo/semantics/article
T1 The Effectiveness of Humor in Advertising: Analysis from an International Scope
A1 Núñez Barriopedro, Estela
A1 Goralczyk Klusek, Klaudia
A1 Tobar  Pesantez, Luis Bayardo
K1 Advertising
K1 Humor
K1 Culture
K1 Effectiveness
K1 Management
K1 Agencies
K1 International
K1 Empresa
K1 Management science
AB In advertising, as in marketing, different advertising techniques are used to achieve the objectives proposed by companies, among them, to reach a large number of consumers who remember both the brand, the product as well as the advertising campaign used, that is, the effectiveness. The use of humor as an advertising technique is very recurrent among brands when looking for this effectiveness to the point of having a globalization of it at the intercultural level, coming to be used by the best companies in the five continents and getting to be one of the most used techniques in the most effective advertising campaigns of recent years.
SN 1544-1458
YR 2019
FD 2019-08
LK http://hdl.handle.net/10017/50929
UL http://hdl.handle.net/10017/50929
LA eng
DS MINDS@UW
RD 02-may-2024