Sources of Miscomprehension in Television Advertising
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.
Full text not available from this repository. (Request a copy)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.
| Affiliation: | Indian School of Business |
|---|---|
| ISB Creiators: |
ISB Creators ORCiD Srivastava, R K https://orcid.org/0000-0002-5236-2375 |
| Item Type: | Article |
| Additional Information: | The research paper was published by the author with the affiliation of University of Texas. |
| Uncontrolled Keywords: | Miscomprehension, Television Advertising, Television Communications |
| Subjects: | Marketing |
| Depositing User: | Veeramani R |
| Date Deposited: | 09 May 2019 14:41 |
| Last Modified: | 09 May 2019 14:42 |
| URI: | http://eprints.exchange.isb.edu/id/eprint/945 |
| Publisher URL: | https://doi.org/10.1080/00913367.1984.10672883 |
| Publisher OA policy: | http://sherpa.ac.uk/romeo/issn/0149-2063/ |
| Related URLs: |
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