Study: Consumers want humor, but brands are wary — MarketingDive.com

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Weary consumers are looking for a good laugh, but many brand leaders are wary of including humor in their advertising:

“‘The Happiness Report’ found that 90% of people are more likely to remember ads that are funny and 72% of people would choose a humorous brand over the competition. Despite this, only 20% of brands report using humor in offline ads and 18% report using the tactic in online ads.

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