Impact of Comic Factor in TV Ads on Buying Behavior of University Students

Qamar Farooq · Muhammad Noman Shafique · Muhammad Mahboob Khurshid · Naveed Ahmad

11 citations0/0 files storedInternational Letters of Social and Humanistic Sciences

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Humor Studies and Applications

Abstract

This study was carried out to find out the impacts of comic factor in TV advertisement on buying behavior of college and university students. Questionnaire was designed and used to gauge the effects of comedy in advertisements. Sample size was 120 and it was comprised of university business students (Preston University Islamabad, International Islamic University Islamabad and Qauid-e-Azam University Islamabad). Data Analysis provided coefficient of determination R square value as 0.576. With significant Alpha figure of all variables, F value was 26.907 at 0.01 level. Outcomes revealed that comedy in TV advertisement convinces the consumer’s attention, interest, desire and action (AIDA) to buy the product. Objective of the study was achieved as it was found out that comic factor in TV ads affect the attention, interest, desire and action and hence buying behavior of students. Results also revealed that buying behavior of students due to comic factor in TV ads is gender free.

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