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The Information Processing of Advertisements by Urban Young Men of India

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  • Tuhin Chattopadhyay

    (Tuhin Chattopadhyay is Assistant Professor at Galgotias Business School, Greater Noida, India. E-mail: proftchattopadhyay@rediffmail.com, tuhin@galgotiasbschool.in)

Abstract

The purpose of this article is to explore the most effective print advertising strategy in terms of message strategy and execution framework for young men in India. Young men (n = 400) watched 20 advertisements in which message strategy and execution framework were manipulated in a 2 × 10 completely crossed factorial design and were asked to rate their attention, comprehension, retention, attitudes and purchase motivation about these advertisements. Results suggest that cognitive message strategy along with comparison as execution framework is the most effective for young men. Findings are then discussed.

Suggested Citation

  • Tuhin Chattopadhyay, 2010. "The Information Processing of Advertisements by Urban Young Men of India," Global Business Review, International Management Institute, vol. 11(3), pages 449-462, October.
    • Handle: RePEc:sae:globus:v:11:y:2010:i:3:p:449-462
    DOI: 10.1177/097215091001100309
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    References listed on IDEAS

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    1. Mick, David Glen, 1992. "Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 411-424, March.
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