Attention vs. Comprehension

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It is not useful to attract an individual with a highly interesting subject if the brand and its message get lost in the process. E.g. By using humor or celebrity in the ad. It cannot be emphasized enough that the task of the advertisement is not merely to create ads that get attention but also to ensure that adequate copy point communication occurs. The comprehension of an ads positioning through its copy point has a real and measurable impact on advertising response.

Objective Comprehension is when the reader of the ad interprets it and comprehends in the way advertiser intended to. Subjective comprehension is when the reader goes deeper and brings out a new interpretation as compared to what was shown explicitly.

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