It does work with some specifically. Generation z consumers, for example, are very clear that this is the type of encouragement they expect from brands, as a magid study has just shown. 50% of those under 25 recognize that these days they are getting bored (something that only 30% of those over that age recognize), which makes it even expected that they expect this type of content. Humor, the most wanted what exactly does the study say? According to their data, 42% of those surveyed are looking for content that is fun, above romantic (29%), exciting (27%) and scary (24%).
This is what they look for in content in general, but humor is also positioned when the focus is on advertising. Humor is the sixth most important element in ads that zs think are good to watch, preempting the classic “Things France phone number have changed” coronavirus ad. The z believe that this topic is already too common. In fact, before the crisis, the zs were the social group to whom principled advertisements were most attractive and who valued them the most.
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However, they are now starting to tire of this advertising format. Amid widespread “Coronavirus fatigue”. Therefore, to connect with these consumers, marketers. Must be able to use these formats and. Take advantage of humor as a desirable element that their consumers expect and seek. Given that it is something that breaks with the routine and is a parenthesis. In their general boredom, humor has become an opportunity. As marketingdive recalls , to draw the attention of the z and to connect with them.
When it comes to advertising, brands and companies have had. To make quick decisions during the coronavirus crisis. The situation has quickly become very complicated and difficult. Impacting many areas and especially consumption. But, in addition to estimating how to continue selling in these times. Companies have had to rethink what they do and how they do it. Also in the field of advertising. There they have been separated into two large blocks. Those of those who have completely stopped advertising. Investment (something that even consumer giants, such as coca-cola, have done)
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And those who have continued to launch advertising. But what kind of ads should brands launch these days, and how and where should they launch them? The answer to that last point is complex. First of all, brands do not want their ads to appear in the middle of content about the coronavirus, something that reduces the available advertising space and something, on the other hand, that studies have already shown is not always an effective decision.