Impact of Humorous Advertising on Brand Recall

Abstract Advertising plays a crucial role in influencing consumer perception and purchasing behavior. In a highly competitive market environment, companies use various advertising strategies to capture consumer attention and improve brand memorability. One of the most commonly used strategies is humorous advertising, which uses comedy, entertaining situations, or amusing messages to engage consumers. The objective of this study is to examine the impact of humorous advertising on brand recall. A pilot study was conducted with 18 respondents using a structured questionnaire measured on a 5-point Likert scale. The collected data was analyzed using SPSS through reliability analysis, descriptive statistics, correlation analysis, and regression analysis. The findings indicate that respondents generally have a positive perception toward humorous advertisements and tend to remember brands featured in such advertisements more easily. The statistical results show a positive and significant relationship between humorous advertising and brand recall. However, due to the small sample size, the results are preliminary and cannot be generalized. The study concludes that humorous advertising has the potential to enhance brand recall and can be an effective marketing strategy when used appropriately. Key Words: Humorous Advertising, Brand Recall, Consumer Behavior, Advertising Strategy, Marketing Communication.