MARC details
| 000 -LEADER |
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| fixed length control field |
02930nam a22003497a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250507094028.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250507b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
TUPM |
| Language of cataloging |
English |
| Transcribing agency |
TUPM |
| Modifying agency |
TUPM |
| Description conventions |
rda |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
BTH HD 28 |
| Item number |
C38 2025 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Catibog, Claire Joyce B. |
| Relator term |
author |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
From laughter to customers: |
| Remainder of title |
exploring the effectiveness of exaggerated humorous video advertisement in turning viewers into potential customers/ |
| Statement of responsibility, etc. |
Claire Joyce B. Catibog, Crisha Dell G. Geronimo, Julia Karyle B. Goncena, Alyssa Jan Clarisse B. Legaspi, Mark Jordan C. Magno, Clowe B. Mendoza, and Caroline G. Sotolombo .-- |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
Manila: |
| Name of publisher, distributor, etc. |
Technological University of the Philippines, |
| Date of publication, distribution, etc. |
2025. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xi, 92pages: |
| Dimensions |
29cm. |
| 336 ## - CONTENT TYPE |
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| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
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| General note |
Bachelor's thesis |
| 502 ## - DISSERTATION NOTE |
|---|
| Dissertation note |
College of Liberal Arts .-- |
| Degree type |
Bachelor of Science in Business Administration major in Industrial Management: |
| Name of granting institution |
Technological University of the Philippines, |
| Year degree granted |
2025. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographic references and index. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
This study only looks at the influence of humorous ads on behavior of consumers and their<br/>likelihood of purchasing and on the use of exaggerated humor. By using questionnaires,<br/>focus group discussions, and statistical analysis, the study seeks to explore different effects<br/>that humor has on the level of emotional appeal, perceived and actual appeal to purchase<br/>products. All the studies show that humor increases advertisement recall and enhances<br/>favorable consumer perceptions the more in the modern online marketing tools like<br/>Facebook. Nevertheless, this study also brings into perspective the fact that for humor to<br/>work, there must be a stronger focus on trust building levers to sustain consumer loyalty.<br/>Suggestions are made to considering the niche interests of the target audience in terms of<br/>humor, focusing on the visually oriented mediums, and repeatedly assessing the<br/>effectiveness of ads according to the shift of consumer tendencies. Thus, the present study<br/>makes a dual contribution to the knowledge domain – it extends the accumulating literature<br/>on creative marketing communication techniques and provides working knowledge to<br/>businesses aspiring to upscale their advertising strategies in cut-throat markets.<br/><br/>Keywords: Exaggerated humor, Humorous Advertising, Consumer Behavior, Digital<br/>Marketing, Advertising Strategies |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Business administration and management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Video advertisements |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Geronimo, Crisha Dell G. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Goncena, Julia Karyle B. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Legaspi, Alyssa Jan Clarisse B. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Magno, Mark Jordan C. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mendoza, Clowe B. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sotolombo, Caroline G. |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Bachelor's Thesis CLA |
| Suppress in OPAC |
No |