Funny or foul: How to use humor in marketing

Most people have seen a funny commercial or business advertisement that makes them laugh - perhaps they even pass the ad onto their friends - but what is really the intended result of a humorous ad? Does it serve as a vehicle in bringing a business' name to the public's attention, or is the goal to increase sales while making the public laugh?

Advertising professionals would say the latter. However, a recent study by ad-testing firm Ace Metrix in Advertising Age revealed that although people may be more likely to share a funny ad, they actually sell fewer products than unfunny ones.

"Funny ads do get more attention and are better liked," the article said. "But Ace Metrix found funniness had little correlation with effectiveness in a scoring system that incorporates watchability, likability and persuasion among other factors. In fact, funny ads were slightly less likely to increase desire or purchase intent than unfunny ones."

However, funny ads that are also relevant and informative are considered advertising successes. The CEO of Ace Metrix calls this trifecta "the things that really make an ad work," noting that people of different ethnic and gender groups typically consider similar ads funny or funny, even when ads target a certain gender.

If a business is interested in starting a humorous marketing campaign, they should not feel discouraged or required to send serious messages. Instead, the Business 2 Community blog suggests they follow a few guidelines:

- Don't confuse people

People can obviously recognize funny marketing, but can they also determine what exactly is being promoted? When customers leave wondering what exactly is being promoted or have no interest in learning about what they think is promoted, the purpose of the marketing stunt is lost.

- End on a positive note

Humor is great, but memorable humor is even better. However, it is most beneficial for businesses to focus on positive, albeit funny, marketing  to have the best chances of being remembered.

- Don't forget what your business is all about

Just because a commercial is viewed by masses does not mean the product or business will endure widespread success. Even if a memorable commercial goes viral, it must be aligned with the business' brand and goals to be successful.