Explain the phases of exposure, attention, and comprehension that occur when an individual is shown a particular advertisement. Give an example of advertisements you have seen that have used anthropomorphism to sell products. How did you react to such advertisements? What is your opinion on how effective these advertisements have been in capturing your attention. Give an example of advertisements that have involuntarily caught your attention. Which aspect of the advertisement attracted your attention?

Answered: Explain the phases of exposure,…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Explain the phases of exposure, attention, and comprehension that occur when an individual is shown a particular advertisement.

Give an example of advertisements you have seen that have used anthropomorphism to sell products. How did you react to such advertisements? What is your opinion on how effective these advertisements have been in capturing your attention.

Give an example of advertisements that have involuntarily caught your attention. Which aspect of the advertisement attracted your attention?

Expert Solution

Step 1

The phases of exposure, attention, and comprehension are a fundamental aspect of advertising and help to understand how consumers interact with advertisements.

Exposure: This is the first step in which the advertisement is presented to the consumer. Exposure occurs when the advertisement is seen by the individual, whether through television, print, or any other medium.
Attention: This is the stage where the consumer's focus is directed towards the advertisement. The advertisement must be appealing enough to capture the consumer's attention, and the consumer must choose to pay attention to the advertisement.
Comprehension: In this stage, the consumer understands the message being conveyed by the advertisement. The advertisement must be clear and concise in its messaging to ensure that the consumer comprehends the message correctly