Humorous integrated campaigns are best, survey says
Category: Insights | 03rd Mar 2010
Companies could benefit from ensuring that their integrated marketing campaigns are funny, as a new report has revealed that humorous marketing strategies are the most effective.
According to the study conducted by Harris Interactive and social media site LinkedIn, 59 per cent of respondents believe entertaining awareness campaigns are best, ranking such strategies as top out of a range of ten different types of ad, Marketing Week reports.
However, advertisers themselves placed comedic promotional material second in the overall rankings, which is quite revealing. They might be better off listening listening to consumers, who clearly find comedy in ad campaigns of interest.
What's more, steering clear of serious matters in marketing strategies - unless suited to the product or service in question - could also prove profitable, as consumers placed these in ninth.
And being honest in marketing could be another method of drawing people in, particularly in the fashion and retail industry. The Royal College of Psychiatrists recently published a statement regarding this, calling for kite marks to be added to images as they believe distorting pictures can affect the mind.
At HS&P, a third of the agency is made up of planners: integrated, data, digital and loyalty planners for clear, integrated thinking.
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