Design complexity enhances attention to the brand and attitude toward the ad, whereas feature complexity enhances paying attention to the ad, its comprehensibility, and attitude toward the ad.

Question

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Design complexity, by making an ad visually interesting, can enhance attention to the brand and improve attitudes toward the ad itself by engaging the viewer. Feature complexity, on the other hand, involves the details and information provided within the ad, which can increase attention to the ad's content, improve its comprehensibility if well-executed, and positively influence attitudes toward the ad by providing valuable information to the consumer.

Design Complexity Enhances Attention to the Brand and Attitude Toward