search query: @author Krugman, H. E. / total: 2
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| Author: | Krugman, H. E. |
| Title: | Points of view : limits of attention to advertising. |
| Journal: | Journal of Advertising Research
1988 : OCT-NOV, VOL. 28:5, p. 47-50 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | There have been a lot of surveys of recall of TV commercials with different findings. The academic and commercial perspectives indicate that people can attend but are somehow less able to recall at some point of excess. Viewers take a little time to decide whether to view or not to view the commercial. So we should speak not only of captive audiences watching TV advertising but also of active audiences monitoring the advertising and distributing their attention selectively. |
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