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| Received
14-May-2014 |
Accepted
- |
Published
14-May-2014 |
Abstract
An advertisement to be effective it must generate some sort of mental
change in the target audiences mind, (i.e., they must think or feel
differently about the product or service as a result of being exposed to
the advertising). In turn, for this mental change to occur there must be
a physical change to the brain itself. Exactly how advertising actually
generates this change of mind has been the subject for much research,
conjecture and hypothesising over the course of the last century. On the
basis of the repetitive exposure of the advertisement to the respondents,
the over result regarding the right recall of the headline & celebrity of the
FMCGs products give the mix responses.
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