The Comprehension and Miscomprehension of Print Communication
Language: English
Published by Routledge, 1987
- Softcover
- New

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Seller Inventory # ria9780805801439_new
- Title
- The Comprehension and Miscomprehension of Print Communication
- Author
- Jacoby, Jacob; Hoyer, Wayne D.
- Publisher
- Routledge
- Publication year
- 1987
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 080580143X
- ISBN 13
- 9780805801439
First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension―pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile―handle with care if you hope to deliver them intact from one mind to another.
"Synopsis" may belong to another edition of this title.
About the Author
Jacob Jacoby Merchants Council Professor f Retail Management and Consumer Behavior, New York University; Wayne D. Hoyer Associate Professor of Marketing University of Texas at Austin
"About the title" may belong to another edition of this title.
Ria Christie Collections
Uxbridge, United Kingdom
5-star seller
AbeBooks seller since March 25, 2015
Shipping rates from United Kingdom to U.S.A.
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