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2.Short term memory: Short-term memory can be viewed as the workplace forinformation processing. That is a portion of the memory activated to the temporarily storeand process information in order to interpret it and comprehends its meaning.3.Long-term memory:This memory can be thought of as the relatively permanentstorehouse for information that has under gone sufficient processing. The material can bemaintained in long term memory for as little as a few minutes to as long many years.11.2 Characteristic of memory systemPointSensor memoryShort-termmemoryLong-termmemoryDurationFraction of a secondLessthanoneminuteUp to many yearsCapacity All that perceptualsensors can deliverApproximatelyseven itemsAlmost unlimitedTypes of codingQuite of codingIndirect chunkingIndirect clusteringInformationSensory memory Short-term memoryLong-term memoryElaborative Rehearsal Forgotten materialFigure: A representation of memory system.Maintenance rehearsal
representationofrealityvia meaningfulnessMajorforgettingmechanismDecay Decay interferenceAdvertising applicationNumerous memory concepts have significant implications for the field of advertising. The followingconclusions represent only a sampling of the useful guidelines.1.Advertising message with unique aspects has greater potential for being remembered.2.The order in which material is presented seems to influence how well it will be retained,with the middle portion being most easily forgotten.3.Message that encourage immediate rehearsal of material stimulate its retentions.4.More information can be processed and retained if it is chucked5.The amount of information that can be transferred to long-term memory is function of thetime available for processing.6.Memory is cue dependent and presentation of relevant cues will stimulate recall. 12. ATTITUDE12.1 Definition of attitudeAttitude is an enduring organization motivation, emotional, perceptual, and cognitive processwith respect to some aspect of the individual words”. This definition included some components.1.The cognitive or knowledge2.The affective or emotional 3.Behavioral tendency.12.3 Characteristics of attitude1.Attitude have an object2.Attitude have a direction3.Attitude have a intensity4.Attitude have a degree5.Attitude are learned
12.4 Functions of attitudesThere are four types of function of attitude1.Adjustment function: Adjustment function derives people toward pleasurable orrewarding object and away from unpleasant, undesirable wants. It serves the utilitarianconcept of maximizing reward and minimizing punishment. 2.Ego defensive function: Attitude formed to protect the ego- or self image from threatshelp fulfill the defensive function. Actually many outward expressions of such attitudesreelected the opposite of what the person perceives himself to be.