Humor Toolbox Rules
| If at least two of the following rules hold, the advertisement likely (69 percent correct classification) will be successful (Sales Index [SI] = 3 or 4): | |
| 1. | The ad uses a humor strategy (expert coded). |
| 2. | There is empirical evidence that the ad is funny (“funny ad” = 1, i.e., 20 percent of the audience for the ad was smiling for 50 percent or more of the ad's duration). |
| 3. | The slope of smiling is significant and positive (t > 2). |
| 4. | The average of peak and end percentage of audience smiling is greater than 25 percent (of the ad's audience). |
| 5. | The ad uses an “identity/miscellaneous” humor technique (one or more of the following techniques are present [expert coded]: imitation, impersonation, eccentricity, sexual allusion, repetition, or grotesque appearance). |