Impact of unconventionality (quirkiness) in ads on Brand perception & Customer purchasing behavior and its effectiveness

Abstract

In the present generation people are fed up with regular traditional ads, and that led to a transformative increment in the amount of quirkiness in the ads which are influencing brand perception and customer purchasing behavior. Many national and international brands are venturing into the creative space of marketing through quirky advertisements. One such is meme marketing which will be explored in this study. The inclusion of humor remained a big hit for a long time in the advertisements. It started off with the radio advertisements beginning with a joke and then they expanded to the televisions and slowly into the print media. The new age information center is a smartphone/laptop. So, the field of digital marketing is booming like never before. To have reached saturation, companies are experimenting with various ways to market their product to capture their target audience. Internet memes, which are either captioned static images, are a wildly popular kind of online comedy. Internet memes are typically amusing in a sarcastic and ironic way. According to content research (ref) of Facebook posts created by brands, the comedic appeal is frequently more powerful than the practical attraction. This project has been inspired by the recent popularity of ads like CRED, where the ads are quite unique and innovative and have garnered a lot of brand image in recent times. I personally had a greater brand recall with respect to CRED after watching various funny and creative ads of theirs and Insta posts too. The idea was to understand If the same case applies to the general population as a whole.