Optimizing the Amount of Entertainment in Advertising: What’s So Funny about Tracking Reactions to Humor?
Thales S. Teixeira
Harvard Business School
Horst Stipp
Advertising Research Foundation
Management slant
- This study uses facial tracking to explore how marketers can best use entertainment in ads.
- It explores the optimal level (not too low and not too high) of entertainment to strike in video ads to increase their effectiveness in driving sales.
- It suggests that the funniest ads are not necessarily the most effective at high levels and that the optimal level differs between humorous...