الاعلان الدعابي وأثره على المستهلك العراقي.. دراسة استطلاعية لاراء عينة من المستهلكين

Abstract

       The goal of this research is to evaluate the method of humor advertising on consumer behavior of  people in Iraq , and clarify its compatibility  with culture of the community has been adopted by a field survey on consumer trends and sample was 400 respondents  had used the method of distribution and collection of direct  access to required data.

      After the analysis, it became  clear that the advertising has a positive impact on consumer behavior, is consistent with the Iraqi culture and society.

     However ,most respondents expressed  reservation about the confidence in the credibly of the case as presented by advertising a number of recommendations that emphasizes the need for detailed studies to understand consumer behavior, and recognize the Iraqi needs, to overcome the shortcomings of the humor advertising.