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Explanations for the persuasiveness of television advertising- McGuire's decision
making theory (description)
Exposure/presentation: only those who see the advert can be influenced by
it. Therefore the same advert appears on each channel.
Attention/awareness: adverts grab attention by using attractive and
famous people, music, silence or putting the volume up.
Comprehension/understanding: the message is presented in a way that makes
it easy for the viewers to understand. The benefits of the product are made
clear and simple.
Acceptance: the person agrees with the message and then they will
internalise it (change their mind) but for some this can take longer to
Retention: to buy a product you need to remember it and the fact that you
wanted it. Therefore shops which sell that product will have adverts that
remind the customer of that product and the advert that it was in.
Action: other factors may influence the decision to buy such as the price
(£2.99 instead of £3.00 to make it look cheaper).