The Information Processing of Advertisements by Urban Young Men of India

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.