Value and Humor vs. Price and Promotion-Centered Ads

Summary: A Nielsen study analyzing 4,000 packaged-goods commercials from 2006 to 2011 recently concluded that humor and value proposition in advertisements attracts and enthuses the audience more than price and promotion. The study made a comparative evaluation of the effectiveness of the commercials as the economy passed through different phases: pre- (2006–2007), during (2008–2009), and post- (2011–2011) recession. “Effectiveness” was measured in terms of the appeal and likeability of the ads…