{"id":68452,"date":"2020-07-08T19:57:30","date_gmt":"2020-07-08T18:57:30","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=68452"},"modified":"2020-07-09T15:14:11","modified_gmt":"2020-07-09T14:14:11","slug":"o-humor-no-marketing-impulsiona-as-vendas","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/business-marketing\/does-humour-in-marketing-drive-sales\/","title":{"rendered":"O humor no marketing impulsiona as vendas?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>O humor no marketing \u00e9 como o Marmite, as pessoas adoram-no ou odeiam-no.<\/p>\n<p>Crie uma campanha de marketing engra\u00e7ada que fa\u00e7a c\u00f3cegas no seu p\u00fablico e poder\u00e1 aumentar as vendas e a notoriedade. Se falhar o alvo, os seus clientes podem n\u00e3o se rir - vendo os seus n\u00fameros de vendas a ca\u00edrem t\u00e3o baixo como a sua piada.<\/p>\n<p>Estamos a analisar a psicologia da publicidade e a forma como o humor pode ser a chave para converter os seus clientes-alvo. Para al\u00e9m disso, apresentamos alguns exemplos de marcas de topo que se destacaram com os seus an\u00fancios humor\u00edsticos.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Utiliza\u00e7\u00e3o da psicologia na publicidade<\/strong><\/h2>\n<p>A publicidade est\u00e1 repleta de mensagens subliminares. Desde as cores utilizadas at\u00e9 \u00e0 reda\u00e7\u00e3o do an\u00fancio.<\/p>\n<p>Isto significa que cada elemento da sua estrat\u00e9gia de marketing cria uma rea\u00e7\u00e3o no seu p\u00fablico. Isto \u00e9 conhecido como <strong>psicologia da publicidade<\/strong>.<\/p>\n<p>A psicologia \u00e9 o estudo da mente e da natureza humana. Enquanto o marketing \u00e9 o ato de criar rela\u00e7\u00f5es entre os clientes e os seus produtos ou servi\u00e7os. Por isso, \u00e9 natural que os dois andem de m\u00e3os dadas.<\/p>\n<h3><strong>A que emo\u00e7\u00f5es \u00e9 que os an\u00fancios apelam?<\/strong><\/h3>\n<p>Os profissionais de marketing utilizam frequentemente as emo\u00e7\u00f5es para criar uma liga\u00e7\u00e3o com o seu p\u00fablico. Se os seus esfor\u00e7os forem bem sucedidos, isso incentiva os clientes a comprarem uma marca e a manterem-se fi\u00e9is.<\/p>\n<p>As seis emo\u00e7\u00f5es b\u00e1sicas que os publicit\u00e1rios utilizam s\u00e3o:<\/p>\n<ul>\n<li><strong>Felicidade - <\/strong>\u00c9 aqui que o humor entra em jogo. Tudo o que faz o seu p\u00fablico sorrir, relaxar e sentir-se bem \u00e9 classificado como felicidade.<\/li>\n<li><strong>Medo - <\/strong>Considerado como a emo\u00e7\u00e3o mais forte, o medo fica na mente do seu p\u00fablico. No entanto, pode ser dif\u00edcil de acertar, uma vez que as pessoas sentem o medo a n\u00edveis diferentes.<\/li>\n<li><strong>Raiva - <\/strong>Se quiser que o seu p\u00fablico actue, a raiva pode desempenhar um papel importante. O equil\u00edbrio \u00e9 fundamental, uma vez que demasiada raiva pode ter consequ\u00eancias graves.<\/li>\n<li><strong>Tristeza - <\/strong>para criar empatia no seu an\u00fancio, pode querer utilizar a tristeza. Pode ser especialmente eficaz para campanhas de grandes ocasi\u00f5es, como os an\u00fancios de Natal da John Lewis.<\/li>\n<li><strong>Repugn\u00e2ncia - <\/strong>fazer com que o seu p\u00fablico pense duas vezes sobre o seu estilo de vida atual, especialmente no caso das marcas de sa\u00fade, pode ser uma boa forma de vender um produto como uma \"solu\u00e7\u00e3o\".<\/li>\n<li><strong>Surpresa - <\/strong>Esta emo\u00e7\u00e3o pode ser utilizada de forma positiva ou negativa, pelo que \u00e9 frequentemente combinada com o medo ou a felicidade. Esta \u00faltima cria uma \u00f3ptima oportunidade para o humor.<\/li>\n<\/ul>\n<h3><strong>Que papel desempenham as cores na publicidade?<\/strong><\/h3>\n<p>A teoria da cor \u00e9 um dos maiores factores na publicidade, tendo um grande impacto na mentalidade do seu espetador. Cada cor cria uma rea\u00e7\u00e3o emocional.<\/p>\n<p>Por exemplo, o vermelho \u00e9 uma cor quente que pode evocar paix\u00e3o, raiva e for\u00e7a, dependendo da forma como \u00e9 utilizado. Enquanto isso, o azul \u00e9 considerado frio, criando uma sensa\u00e7\u00e3o de calma e confian\u00e7a.<\/p>\n<p>Os anunciantes escolhem cuidadosamente o seu esquema de cores para promo\u00e7\u00f5es impressas, digitais ou em v\u00eddeo. Isto porque um esquema de cores incorreto pode afetar a forma como uma mensagem \u00e9 lida, emocionalmente, pelo espetador.<\/p>\n<p>Pode saber mais sobre o <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/arte-design-2\/cores-em-impressao-marketing\/\">import\u00e2ncia das cores na impress\u00e3o<\/a> e como as utilizar no nosso guia.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Exemplos de humor na publicidade<\/strong><\/h2>\n<p>O m\u00e9todo testado e comprovado do humor nas ideias publicit\u00e1rias tem tido grandes sucessos para as marcas ao longo dos anos.<\/p>\n<p>Ajudou a manter as empresas relevantes no mercado, transformou as experi\u00eancias negativas dos clientes em experi\u00eancias positivas e deu \u00e0s empresas o reconhecimento que merecem.<\/p>\n<p>Eis tr\u00eas marcas que lan\u00e7aram campanhas publicit\u00e1rias humor\u00edsticas de sucesso.<\/p>\n<h3><strong>KFC - FCK<\/strong><\/h3>\n<p>Se precisa de saber como transformar um desastre de rela\u00e7\u00f5es p\u00fablicas numa campanha de sucesso, n\u00e3o procure mais do que a KFC.<\/p>\n<p>Em 2018, a marca enfrentou uma grande rea\u00e7\u00e3o negativa depois de os seus fornecimentos de frango terem escasseado, o que a levou a fechar mais de uma centena de lojas.<\/p>\n<p>Mas, em vez de se esconderem nas sombras e esperarem que as cr\u00edticas se dissipem, recorreram a um humor sem papas na l\u00edngua.<\/p>\n<p>A empresa emitiu um comunicado a pedir desculpa em dois jornais nacionais, <a href=\"https:\/\/www.campaignlive.co.uk\/article\/plucky-pr-counters-chicken-fck-up\/1485750\">mudar o seu log\u00f3tipo KFC para FCK<\/a>. Este simples rebranding foi depois publicado nas suas plataformas de redes sociais e chegou a quase 8 milh\u00f5es de pessoas, com mais de 2 milh\u00f5es de partilhas.<\/p>\n<p>Por vezes, a honestidade \u00e9 a melhor pol\u00edtica.<\/p>\n<h3><strong>Snickers - N\u00e3o \u00e9s tu quando tens fome<\/strong><\/h3>\n<p>A Snickers elevou o apoio das celebridades a um novo patamar com a sua s\u00e9rie de an\u00fancios publicit\u00e1rios e impressos - com resultados c\u00f3micos.<\/p>\n<p>Com o slogan cativante \"You're not you when you're hungry\" (N\u00e3o \u00e9s tu quando tens fome), os an\u00fancios televisivos viram Betty White a ser placada, Mr Bean a correr livremente, Joan Collins a ser uma diva no balne\u00e1rio masculino e Elton John a atuar numa batalha de rap.<\/p>\n<p>Tamb\u00e9m levaram este slogan para os seus an\u00fancios impressos e nas redes sociais, com cita\u00e7\u00f5es incorrectas de personagens como a Guerra das Estrelas e Muhammad Ali.<\/p>\n<p>Estes an\u00fancios engra\u00e7ados mantiveram a marca Snickers no centro das aten\u00e7\u00f5es, gra\u00e7as a associa\u00e7\u00f5es de grandes nomes.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"qIVDxL2lgN4\"><iframe loading=\"lazy\" title=\"An\u00fancio televisivo Snickers Mr Bean - Legendado\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/qIVDxL2lgN4?feature=oembed&#038;enablejsapi=1&#038;enablejsapi=1&#038;origin=https:\/\/www.solopress.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<h3><strong>Marmite - Ame-o ou odeie-o<\/strong><\/h3>\n<p>Se o humor no marketing \u00e9 como o Marmite, pode ter a certeza de que o Marmite sabe como o vender.<\/p>\n<p>O seu slogan \"ame-o ou odeie-o\" tem sido utilizado no seu marketing h\u00e1 d\u00e9cadas. Mas a empresa continua a conseguir encontrar novas formas de introduzir humor e divers\u00e3o nos seus an\u00fancios.<\/p>\n<p>Desde o controlo da mente, transformando at\u00e9 os mais fortes odiadores de Marmite em amantes, at\u00e9 \u00e0 \"neglig\u00eancia de Marmite\", para uma miss\u00e3o de salvamento sat\u00edrica para salvar frascos de Marmite esquecidos - capitalizaram a perce\u00e7\u00e3o p\u00fablica da sua marca.<\/p>\n<p>At\u00e9 lan\u00e7aram uma campanha publicit\u00e1ria para ver se amar ou odiar Marmite est\u00e1 relacionado com os genes - uma pe\u00e7a publicit\u00e1ria engra\u00e7ada e de valor inestim\u00e1vel.<\/p>\n<h3><strong>Dollar Shave Club - As nossas l\u00e2minas s\u00e3o fant\u00e1sticas<\/strong><\/h3>\n<p>As campanhas publicit\u00e1rias divertidas podem realmente ser muito \u00fateis, e isto \u00e9 algo que a empresa de l\u00e2minas de barbear Dollar Shave Club, sediada na Calif\u00f3rnia, sabe fazer.<\/p>\n<p>Ao entrar no mercado dos produtos de higiene pessoal em 2011 e ao competir com marcas estabelecidas como a Gillette, sabiam que tinham de fazer algo diferente para chamar a aten\u00e7\u00e3o das pessoas.<\/p>\n<p>O resultado foi um v\u00eddeo brilhante protagonizado pelo Diretor Executivo Michael Dublin, que gerou 12 000 encomendas em dois dias ap\u00f3s o seu lan\u00e7amento em 2012 e que, desde ent\u00e3o, foi visto mais de 26 milh\u00f5es de vezes em todo o mundo.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"ZUG9qYTJMsI\"><iframe loading=\"lazy\" title=\"DollarShaveClub.com - As nossas l\u00e2minas s\u00e3o fant\u00e1sticas\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/ZUG9qYTJMsI?feature=oembed&#038;enablejsapi=1&#038;enablejsapi=1&#038;origin=https:\/\/www.solopress.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h2><strong>Como pode come\u00e7ar a utilizar o humor na sua publicidade <\/strong><\/h2>\n<p>Quer esteja <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/folhetos-folhetos\/\">imprimir um folheto<\/a> para as suas encomendas de clientes, ou criar um <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/faixas-de-rolos\/\">faixa em rolo<\/a> para um evento, utilizar o humor no seu marketing pode ajudar o seu an\u00fancio a tornar-se mais memor\u00e1vel e algo que as pessoas adoram.<\/p>\n<p>Eis algumas coisas a fazer e a n\u00e3o fazer para ajudar a fazer rir os seus clientes:<\/p>\n<p><strong>Fazer:<\/strong><\/p>\n<ul>\n<li><strong>Mantenha-se fiel \u00e0 sua marca.<\/strong> O humor pelo humor n\u00e3o vai criar a liga\u00e7\u00e3o entre a marca e o p\u00fablico. Se estiver a utilizar a com\u00e9dia, certifique-se de que esta se relaciona com a voz da sua empresa.<\/li>\n<li><strong>Utilize o humor em todos os seus canais. <\/strong>Se tem um slogan ou uma imagem engra\u00e7ada, utilize-a em todos os seus canais de marketing para maximizar o n\u00famero de pessoas que a v\u00eaem. Isto inclui canais sociais, an\u00fancios impressos e televisivos.<\/li>\n<li><strong>Planear com anteced\u00eancia para atingir ou evitar eventos importantes.<\/strong> Dependendo do seu tipo de neg\u00f3cio, poder\u00e1 tirar partido de eventos ou tend\u00eancias sazonais nas suas campanhas publicit\u00e1rias criativas.<\/li>\n<\/ul>\n<p><strong>N\u00e3o o fa\u00e7as:<\/strong><\/p>\n<ul>\n<li><strong>Tentar agradar a todos. <\/strong>Toda a gente tem o seu pr\u00f3prio sentido de humor. O seu an\u00fancio n\u00e3o vai p\u00f4r toda a na\u00e7\u00e3o a rir, mas se conseguir, pelo menos, fazer rir o seu p\u00fablico-alvo, pode aumentar a notoriedade da marca.<\/li>\n<li><strong>Utilizar excessivamente o aspeto c\u00f3mico. <\/strong>Se tiver de apontar o que \u00e9 engra\u00e7ado no seu an\u00fancio, \u00e9 prov\u00e1vel que n\u00e3o o seja. Os an\u00fancios inteligentes e subliminares t\u00eam mais probabilidades de fazer sorrir o seu p\u00fablico.<\/li>\n<li><strong>Utilizar um humor insens\u00edvel ou pouco profissional. <\/strong>Embora o humor possa ser eficaz, se for utilizado incorretamente, pode criar uma imagem negativa da sua marca. Evite temas que possam ser considerados inadequados.<\/li>\n<\/ul>\n<p>Tem uma ideia de marketing hilariante para a sua pr\u00f3xima campanha e quer p\u00f4-la no papel? A nossa <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/cartazes\/\">impress\u00e3o de cartazes<\/a> A gama \u00e9 o local ideal para come\u00e7ar a promov\u00ea-la.<\/p>","protected":false},"excerpt":{"rendered":"<p>Humour in marketing is like Marmite, people either love it or hate it. Come up with a funny marketing campaign that tickles your audience and you can boost sales and awareness. Miss the mark, and your customers may not be laughing \u2013 seeing your sales figures falling as flat as your joke. We\u2019re looking at [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":68464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-68452","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does Humour In Marketing Drive Sales? | Solopress UK<\/title>\n<meta name=\"description\" content=\"Humour in advertising has been around for decades, but does it actually help drive sales? 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Discover how to use advertising psychology in your next campaign.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/pt-pt\/negocios-marketing-2\/o-humor-no-marketing-impulsiona-as-vendas\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-08T18:57:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-09T14:14:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/people-laughing-at-advert.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"665\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#\\\/schema\\\/person\\\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Does humour in marketing drive sales?\",\"datePublished\":\"2020-07-08T18:57:30+00:00\",\"dateModified\":\"2020-07-09T14:14:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/\"},\"wordCount\":1290,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/people-laughing-at-advert.jpg\",\"articleSection\":[\"Business &amp; Marketing\"],\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/\",\"url\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/\",\"name\":\"Does Humour In Marketing Drive Sales? | Solopress UK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/does-humour-in-marketing-drive-sales\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/people-laughing-at-advert.jpg\",\"datePublished\":\"2020-07-08T18:57:30+00:00\",\"dateModified\":\"2020-07-09T14:14:11+00:00\",\"description\":\"Humour in advertising has been around for decades, but does it actually help drive sales? 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