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Title: The role of economic conditions on the effectiveness of Greek humorous TV advertising
Authors: Zotos, Yorgos 
Boutsouki, Christina 
Hatzithomas, Leonidas 
Keywords: Humorous TV commercials;Advertising message in recessions;Economic Conditions
Category: Media and Communications
Field: Social Sciences
Issue Date: 2014
Source: 13th International Conference on Research in Advertising (ICORIA), 2014, Amsterdam, Netherlands, 27 - 29 June
Abstract: Based on an experimental study in Greece, the present paper aims to investigate the effectiveness of humorous TV commercials in recessionary and expansionary periods. The findings challenge the intuitive belief among practitioners that humor provides an advantageous type of advertising message in recessions. Humorous commercials not only did they not create more positive attitude toward the ad in recessions compared to expansions, but they also generated less favorable attitudes toward the ad during the austere Greek recession.
Type: Conference Papers
Appears in Collections:Δημοσιεύσεις σε συνέδρια/Conference papers

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