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.

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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/
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