Employ Humorous Marketing Tactics to Enhance Customer Preferences

Abstract

At the beginning of the third millennium, many marketing strategies that used a different approach from the traditional methods product promotion. This promotion does no longer work in the current era as a result of the great technological development, the diversity of goods and services provided, and the high level of marketing culture among members of society. This is reflected negatively on the accepting promotional campaigns presented using traditional methods in addition to the increasing doubt in all that these campaigns contain. So there has become an urgent need to use new, unfamiliar methods that attract attention, including the use of humor directed at creating luxury and breaking the state of stagnation and monotony that has become a characteristic inherent with traditional marketing methods. Thus, humorous marketing appeared as a different approach effectively harnessed in crystallizing and directing the fostering of customer preferences towards the marketing organization and its products. In order to test ways to employ humorous marketing methods to enhance customer preferences, the topic will be addressed through four sections. The first dealt with the research methodology, which included the research problem, the question that the extent to which humorous marketing contributes and through its methods to enhancing customer preferences, as well as the importance and objectives of the research, its hypotheses and indicators for measuring its variables. The second topic reviewed the theoretical framework for the research variables, while the third was devoted to the field framework for research, and the fourth topic was concluded with conclusions and suggestions