Sources of Miscomprehension in Television Advertising

Dimensions

Hoyer, W D and Srivastava, R K and Jacoby, J (1984) Sources of Miscomprehension in Television Advertising. Journal of Advertising, 13 (2). pp. 17-26. ISSN 1557-7805

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Publisher URL: https://doi.org/10.1080/00913367.1984.10672883

Abstract

This investigation explores the factors which lead to miscomprehension of television advertisements. Findings indicate that meaningful differences in both the receivers of the message and the message content itself can account for the degree of miscomprehension of television communications. Implications for message development are discussed.

Item Type:	Article
Additional Information:	The research paper was published by the author with the affiliation of University of Texas.
Subjects:	Marketing
Date Deposited:	09 May 2019 14:41
Last Modified:	11 Jul 2023 19:18
URI:	https://eprints.exchange.isb.edu/id/eprint/945

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