000			02930nam a22003497a 4500
003			OSt
005			20250507094028.0
008			250507b |||||||| |||| 00| 0 eng d
040			_aTUPM _bEnglish _cTUPM _dTUPM _erda
050			_aBTH HD 28 _bC38 2025
100			_aCatibog, Claire Joyce B. _eauthor
245			_aFrom laughter to customers: _bexploring the effectiveness of exaggerated humorous video advertisement in turning viewers into potential customers/ _cClaire 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			_aManila: _bTechnological University of the Philippines, _c2025.
300			_axi, 92pages: _c29cm.
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aBachelor's thesis
502			_aCollege of Liberal Arts .-- _bBachelor of Science in Business Administration major in Industrial Management: _cTechnological University of the Philippines, _d2025.
504			_aIncludes bibliographic references and index.
520			_aThis study only looks at the influence of humorous ads on behavior of consumers and their likelihood of purchasing and on the use of exaggerated humor. By using questionnaires, focus group discussions, and statistical analysis, the study seeks to explore different effects that humor has on the level of emotional appeal, perceived and actual appeal to purchase products. All the studies show that humor increases advertisement recall and enhances favorable consumer perceptions the more in the modern online marketing tools like Facebook. Nevertheless, this study also brings into perspective the fact that for humor to work, there must be a stronger focus on trust building levers to sustain consumer loyalty. Suggestions are made to considering the niche interests of the target audience in terms of humor, focusing on the visually oriented mediums, and repeatedly assessing the effectiveness of ads according to the shift of consumer tendencies. Thus, the present study makes a dual contribution to the knowledge domain – it extends the accumulating literature on creative marketing communication techniques and provides working knowledge to businesses aspiring to upscale their advertising strategies in cut-throat markets. Keywords: Exaggerated humor, Humorous Advertising, Consumer Behavior, Digital Marketing, Advertising Strategies
650			_aBusiness administration and management
650			_aMarketing
650			_aVideo advertisements
700			_aGeronimo, Crisha Dell G. _eauthor
700			_aGoncena, Julia Karyle B. _eauthor
700			_aLegaspi, Alyssa Jan Clarisse B. _eauthor
700			_aMagno, Mark Jordan C. _eauthor
700			_aMendoza, Clowe B. _eauthor
700			_aSotolombo, Caroline G. _eauthor
942			_2lcc _cBTH CLA _n0
999			_c29755 _d29755