How to use humour in advertising.

Old Spice. Taco Bell. E-Trade. Blendtec. Budweiser. Some of the most memorable advertising campaigns in recent history, regardless of company size and marketing budget, and whether broadcast, print or online-only, have involved humor. As an audience, consumers most enjoy being entertained instead of pitched, and so appealing to them emotionally can lead to further engagement with your product in the future. Utilizing social media can be an inexpensive and extremely effective way to do that.
For example, when you're a company like Cisco selling $100,000 computer routers, it can be difficult to put a commercial together that will appeal to anyone but hardcore tech programmers. But thinking creatively and beyond the product, you can create something that becomes a viral hit and appeals to your customers, while also allowing others who may have zero intention to buy your product to share it with their friends, raising brand awareness.

How to Use Humor in Advertising: Why Advertise With Humor? According to a 1993 Journal of Marketing study that examined multinational effects of humor on advertising (a study that still stands true), the major conclusion was that 'humor is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed as appropriate for the product category. Under such circumstances, humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness.'
Humor should not be the only form of advertising your company employs. Particularly when you're selling a very specific product, you need to give your customers valuable purchasing information and specifics, but without hitting them over the head with it.