ISSN: 2306-9007 Mehmood & Masood (2016) 1232 I www.irmbrjournal.com September 2016 International Review of Management and Business Research Vol. 5 Issue.3 R M B R Impact of Humor in Advertising on Consumer Purchase Intention: A Study on Ufone Network from Telecommunication Sector in Pakistan HAMID MEHMOOD MS Scholar; Department of Management Sciences COMSATS Institute of Information Technology Sahiwal, Pakistan E-mail: hamidisin@yahoo.com Tel: +92-300-9697414 SAAD MASOOD MS Scholar; Department of Management Sciences COMSATS Institute of Information Technology Sahiwal, Pakistan E-mail: saadmasoodms40@gmail.com Tel: +92-321-6925547 Abstract The aim of this study it finds out the impact of humor in advertising on consumer purchase intention in Ufone network out of telecommunication sector of Pakistan. Data was collected through questionnaire on five point Likert scale from 200 respondents conveniently from the users of telecommunication sector of Pakistan. This is the descriptive study. The researcher uses the probability and convenience sampling techniques for the collection of data. Correlation and regression were used as statistical test of data. SPSS are used to analyze the data. Through analysis it was found that humor in advertising has significant impact on consumer purchase intention. To improve the relations with purchase intention and humor in advertising in Pakistan are the major factors in this study. The purpose of this research is to determine the impact of humor in advertising on consumer purchase intention. The nature of this study is descriptive. The concept of humor in advertising are associated with consumer purchase intentions. Key Words: Humor, Eye Tracker, Advertisement, Telecommunication Sector, Purchase Intention. Introduction The word advertisement derived from the Latin word advertere which means “to turn the mind towards”. Advertising have a spiritual influence on shoppers and the choices of customer effected by the advertising. As an advertising vehicle, one of advertising’s structures is to goal at influence of prospective clients (Kotler, 2004). Marketing demand is the final objective, purchaser mind will inspire to the merchandise or facility and take purchasing choice. Opportunities and profits of spending comedy as an incentive in marketing is attractive to any promoter and trades as they all object for improving sales. However, persuading the individual’s attention is not ever easy. One of the quotations from marketing brain David Ogilvy is “The consumer is not amoron; she is your wife. Do not insult that woman aptitude” (Ogilvy, 2004). The benefit of adding humor in advertising when it works the satisfaction of having created it is greater than from a regular advertisement. Humor is hard to do and underappreciated, but out of all the advertisements marketer have done the once attempted to use humor were favorites by far. (Chang&