Brand recognition, also known as brand awareness is one of the most important things in order to increase the sale of a product. It is important for a brand to be recognize by the consumers so they can make a decision whether to change to the new brand or stick to the old brand that they usually use. Brand recognition means the extent to which a brand is recognized for stated brand attributes or communications. Taken from the Asia Market Research, it is defined as aided recall - and as a subset of brand recall. In the case, brand recognition is the extent to which a brand name is recognized when prompted with the actual name. Brand recognition helps the brand to be known by many people and will increase the sales and even repeat business. The
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According to Levitt (2015), many of the most memorable ad campaigns around tend to be funny. He then added that “people will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced” (Levitt, 2015). It has been found that humour appeal have little impact on counter-arguments, product-related beliefs, buying intention, experience of distraction, or recall of selling points (Baber, 2013). For example, D’Herbs use humour appeal in their advertisement. At first, some may said that the ads was a bit annoying because of the high-pitch tone of Dato’ Aliff in the TVC but then it became a phenomenon as consumers may recall the products easily than any other beauty product. Hollisoct (2011) stated that if an ad is going to evoke a response that will last longer than a few seconds, it must cause a feeling related to the brand to be planted in people's memories. So the statement has been proven by taking the D’Herbs ads as example because since that TVC, their sales has been boost …show more content…
It is thus a powerful mechanism for product promotion. To add more interest in consumers mind, many advertisers used the humour appeal. Humour is one of the most frequently used and studied message strategies in the advertising and marketing literature (Strick, Holland, Baaren, Knippenberg, and Dijksterhuis, 2013). Humour can also enhance persuasion indirectly by positively biasing ad elaboration (Allen & Madden, 1985), or by increasing motivation to process ads (Zhang & Zinkhan,
According to Levitt (2015), many of the most memorable ad campaigns around tend to be funny. He then added that “people will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced” (Levitt, 2015). It has been found that humour appeal have little impact on counter-arguments, product-related beliefs, buying intention, experience of distraction, or recall of selling points (Baber, 2013). For example, D’Herbs use humour appeal in their advertisement. At first, some may said that the ads was a bit annoying because of the high-pitch tone of Dato’ Aliff in the TVC but then it became a phenomenon as consumers may recall the products easily than any other beauty product. Hollisoct (2011) stated that if an ad is going to evoke a response that will last longer than a few seconds, it must cause a feeling related to the brand to be planted in people's memories. So the statement has been proven by taking the D’Herbs ads as example because since that TVC, their sales has been boost …show more content…
It is thus a powerful mechanism for product promotion. To add more interest in consumers mind, many advertisers used the humour appeal. Humour is one of the most frequently used and studied message strategies in the advertising and marketing literature (Strick, Holland, Baaren, Knippenberg, and Dijksterhuis, 2013). Humour can also enhance persuasion indirectly by positively biasing ad elaboration (Allen & Madden, 1985), or by increasing motivation to process ads (Zhang & Zinkhan,