Humor as a marketing communications tool : A case of a Finnish e-retailer
Järvinen, Marc (2013)
Järvinen, Marc
Oulun seudun ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120319597
https://urn.fi/URN:NBN:fi:amk-2013120319597
Tiivistelmä
This research work has been conducted for Oulu University of Applied Sciences (OUAS) for bachelor’s thesis project. Commissioner is from inside OUAS concern called Verkkokaupan tutkimusryhmä. The topic of humor was chosen in order to broaden the understanding and appreciation towards humor in marketing communications. The views, mechanics, and politics of humor interest the author and thus the research project was born. Humor is a powerful tool in everyday life and conceals great potential utility in marketing communications of which this research project is aiming to answer.
In short, the outlining research questions are how humor could be utilized in benefit of the company’s marketing communications and what affects the quality of humor. The research is carried out by using various examples and notes in order to create a guidebook-like work for better understanding of humor in marketing communications. In order to reinforce the findings from the research, a small scale survey has been conducted in Oulu University of Applied Sciences. The survey included two multicultural groups of students and one Finnish group; in total of 52 respondents. Due to the small database no real conclusions should be made from the data represented, but the findings should allow greater understanding characteristics of humor and should work as a preliminary research of the topic.
Humor and humor usage in company’s marketing communications is a complex tool. There are multiple considerations when attempting humor in any given case. According to this research humor has a lot of potential to benefit companies if the humor is represented accordingly. The research work follows through from theory to practice with case example analysis. The case example is made from Finnish army equipment retailer Varusteleka, using applied four P’s model. Varusteleka is known for use of wit and humor in their marketing communications.
In short, the outlining research questions are how humor could be utilized in benefit of the company’s marketing communications and what affects the quality of humor. The research is carried out by using various examples and notes in order to create a guidebook-like work for better understanding of humor in marketing communications. In order to reinforce the findings from the research, a small scale survey has been conducted in Oulu University of Applied Sciences. The survey included two multicultural groups of students and one Finnish group; in total of 52 respondents. Due to the small database no real conclusions should be made from the data represented, but the findings should allow greater understanding characteristics of humor and should work as a preliminary research of the topic.
Humor and humor usage in company’s marketing communications is a complex tool. There are multiple considerations when attempting humor in any given case. According to this research humor has a lot of potential to benefit companies if the humor is represented accordingly. The research work follows through from theory to practice with case example analysis. The case example is made from Finnish army equipment retailer Varusteleka, using applied four P’s model. Varusteleka is known for use of wit and humor in their marketing communications.