Efficacy Of Advertisement Trust On Humour Based Televised Commercials Of Insurance Firms

Abstract

With a focus on post-graduate business management students, this study analyzes the effect of advertisement trust on humorous television commercials for insurance companies in India. With an empirical method, the study analyzes many facets of advertising effectiveness. Purposive sampling was used to choose 180 business management students from Nagapattinam, Tamilnadu, for the sample. To collect primary data, a structured questionnaire was used. The results show that humorous television commercials greatly increase consumers' desire to purchase insurance products. Reliability, utility, emotional response (affect), and willingness to rely on the commercials together account for 57 percent of the variance in consumers' intent to buy. The most significant variables were found to be willingness to depend on the advertising and reliability. These findings indicate that insurance firms ought to enhance the perceived value and dependability of their marketing, employ humour to elicit favorable feelings in viewers, and cultivate trust to successfully influence consumers' buy intentions.