Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

Question

Quizplus · Accepted Answer

Humorous ads can enhance the effectiveness of the advertisement when the audience already has a positive attitude towards the brand, as humor can strengthen positive feelings and brand association. However, if the audience's perception of the brand is neutral or negative, humor alone may not be sufficient to change their attitude significantly.

Humorous Ads Are More Effective Than Nonhumorous Ads Only When