The Importance Of Comprehension In Advertising

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Comprehension Comprehension is a essential factor required to form attitudes or change attitudes,memory, intentions and behaviour. It includes many factors like message,processing the message and the ability to understand the message by the target audience.Comprehension has two orientations.One is the Subjective and the other is Objective.Subjective Comprehension means the meanings derived by a particular individual through the activation and processing of mental concepts related to the message.Objective comprehension is the grasping or extracting meanings from the message delivered by the advertiser.Kara Chan(2000)54have found that children (aged 7–8 years) start to understand what advertising is and also know the persuasive objective…show more content…
Over one-third of older children above 12 years believe that television advertising is made only for money.An understanding of television advertising, recall of brands from slogans and comprehension of advertising content were related to the cognitive…show more content…
Edward Russoiand Anne – Sophie Chaxel (2010)61 Research indicates that the message in the commercial installs its target as the initial leader in preference and lets the predecisional distortion of information defend that leadership position. An experiment that contrasts showing TV commercials before and after objective product information proves this process. People are aware of advertisings direct effect on their choice but not its indirect effect through the biased evaluation of the product information.Muhammad Usman (2013)62 research states that the interaction of factors like humor, distinctness, marketing strategy, customers cultural orientations and intentions constitute the effective advertising in order to persuade the target audience. The findings indicate that the frame work proposed persuades the consumer to make buying decisions. Consumer prefer the advertisements which affects them the
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