ASSESSMENT OF ROLE OF HUMOUR IN INDIAN ADVERTISEMENTS By APEKSHA J NAYAK (Reg.

No – 08VWCM6006) This dissertation report is submitted in partial fulfillment of the requirements of the MBA program of Bangalore University

Under the guidance of Prof. Prabhakaran Alliance Business Academy

Alliance Business Academy
Bangalore – 560076 (2008 – 2010)

STUDENT’S DECLARATION

“Prabhakaran”. Bangalore University in the partial fulfillment of the requirement of MBA programme is a bonafide work carried by me under the guidance of Prof. I .I hereby declare that this Dissertation titled “Assessing the role of humour in Indian advertisements” submitted by me to the Department of Management. any degree/certificate or published any time before.08VWCM6006 CONTENTS DESCRIPTION Acknowledgement PAGE NO. This has not been submitted earlier to any other University or Institute for the award of Date: Place: Bangalore APEKSHA J NAYAK Register No.

1 Outlook of major segments of the Indian E&M Industry 1.4 Humorous ads and the psychology of the consumer 3.7 Scope of the Study 2.2 Review of few previous studies 2. conclusions and recommendations: 5.4.2 Need for humour (NFH) and Need for cognition (NFC 3.4.1 Case Studies 4.3 India’s advertising expenditure and GDP 1.1 Case study 1: Mentos .3 Application of PCM and Speck’s (1991) humour typology 3.4 Introduction to the study 2.4 PEST analysis 1.6 Objectives of the study 2.2 Economic Factors 1.3 Case study 3: Fevicol – Adhesive (blue product) 4.6 Indian Advertising Industry using Humour in TV commercials II 1-16 5 6 7 9-13 9 11 12 12 14 16 Chapter-2 Research Design 2.4.4.1 Humour expectancy and Humour relevancy 3.5 Top Advertising Companies Of India 1.2 Outlook of Indian Advertising spending (2009-13) 1.3 Recommendations 94-98 95 97 98 .1 Effectiveness of humour in advertising 3.2 Case study 2: Sprite -soft drink (yellow product) 4.4.4.2 Analysis of Case Studies 69-93 70 71 75 78 84 Chapter-5 Summary of Findings.8 Research Methodology 2.1 Background to the research 2.1.3 Information (message) processing 3.4 Prior-brand evaluation 3.6 Conclusion 35-68 39 44 56 58-66 59 60 63 66 67 68 Chapter-4 Analysis & Interpretation of Data 4.2 Conclusion 5.4.3 Research problem 2.5 Gaps in the existing research and research questions 3.9 Limitations of the Study 18-34 19 22 23 24 24 24 25 25 33 Chapter-3 Theoretical Background 3.4.1 Political Factors 1.3 Social Factors 1.4 Technological Factors 1.1.1 Findings 5.2 A framework for examining advertising humour (Speck.5 Need for the study 2.Executive Summary Chapter-1 Introduction to Advertising Industry 1.1. 1991) 3.mint (yellow product) 4.

4 Advertising expenditure as a percentage of GDP Share of advertising spending by medium Different kinds of humour Tactical considerations for humour in advertising A framework for advertising humour Product Colour Matrix Storyboard 1 of Mentos Storyboard 2 of Mentos Storyboard of Sprite Storyboard of Fevicol 8 8 21 42 45 53 72 73 77 81 ANNEXURE Storyboard 1 .2 4.3 4.1 4.1 4.1 2.3 4.com Storyboard 2 .1 3. 7 26 28 56 70 84 85 TITLE OF FIGURES 1.Naukri.2 3.2 4.1 3.Bingo Live Wires Storyboard 4 .Virgin Mobile Storyboard 3 .1 2.Bibliography 99-104 LIST OF TABLES & CHARTS PAGE NO.2 2.Happydent White Storyboard 5 .1 4.1 1.3 TITLE OF TABLE India’s advertising expenditure and GDP A framework for categorizing the scientific paradigms Relevant situations for different research strategies Product characteristics within PCM Low risk products of the PCM Humour mechanisms and types used by different brands Relatedness of humour in Blue products NO. 1.Saint Gobain ii iii iv v vi .2 3.

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