Marketing Research for Breakfast

The smart joker: Can humorous advertising benefit firms’ impression management?

How can firms use humorous advertising as an impression management tool?

KNOWLEDGE @ BI: New insights in marketing
Many firms use humorous advertising to engage, entertain, and persuade. This makes humor a powerful marketing tool—but might there be more to it?
Join our light-hearted yet deeply serious breakfast seminar with Klemens Knoeferle to learn how firms can use humorous advertising as an impression management tool.

Associate Professor Klemens Knoeferle at BI Norwegian Business School will give a lecture titled “The smart joker: Can humorous advertising benefit firms’ impression management?”. Following the lecture, you are invited to discuss how you can apply insights from the lecture in your business practices.

Summary:
Marketing practitioners and scientists know that using humor in advertising can have numerous effects that are desirable for marketers. Appropriately used, humor can, for instance, attract the viewers’ attention, increase their engagement, enhance memory, facilitate persuasion, and generate positive feelings towards a brand.

But might the beneficial effects of humorous advertising go beyond such effects on ad- and brand level? This lecture will answer this question and focus on whether and how firms can use humorous advertising as a tool for their impression management.

We will look at recent research conducted by our group here at BI that suggests that firms can include different categories of humor in their advertising to systematically shape the impressions they convey to their stakeholders.
Firms can, for instance, use specific types of humor to appear more competent and smart, or more warm and caring. But, like most things that are fun, humor is risky business: What happens if a firm uses the “wrong” type of humor, or if the viewers don’t “get” the firm’s jokes? Attend the lecture to find out…

Practical information

  • Time:Monday, 29 April 2019 08:00 - 09:45
  • Place:BI, Nydalsveien 37, Oslo
  • Contact:Bjørn K. Svendsen (alumni@bi.no)

«Marketing Research for Breakfast» is a meeting place for researchers and practitioners in marketing. BI’s marketing experts present their latest research results on relevant business topics. You – as a participant – get the opportunity to discuss how these results influence your company and business practice.

Free participation. Make sure to register as space is limited.

Programme

  • Time
  • Title
  • Speakers
  • Registration and light breakfast

  • The smart joker: Can humorous advertising benefit firms’ impression management?

    Speakers

    Associate Professor Klemens Knoeferle, Department of Marketing, BI Norwegian Business School

  • Discussion