The document summarizes a study on advertising comprehension between urban and rural audiences in India. The study tested comprehension, believability, association with characters, attraction, and emotional involvement with TV commercials for FMCG products like toothpaste and oil, and consumer durables like TVs and paint, among urban and rural audiences in North and South India. It found that rural audiences had lower comprehension of fast-paced ads, found unrealistic ad situations unbelievable, and didn't relate to characters that were not from their region. Rural viewers preferred ads that were entertaining and presented information rationally. The conclusion is that while educated rural youth understand ads like urban viewers, the large majority of rural folk think differently

1. Advertising Comprehension Presented by: RABIKANT SINGH

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