Selective attention and Selective distortion

What is selective attention and selective distortion in perception explain it.

It is estimated that an average customer may be exposed to over 1500 ads or brand in day. Since one person cannot possibly attend to so many stimuli in a day therefore he or she would screen out information of his or her interest. This phenomenon refers to Selective attention. Therefore marketers need to make their ads more attractive and eye-catching to entice customers.

Selective distortion is a tendency to select only that information which supports our per-conceived notions or beliefs about products. E.g. a doctor might interpret the ad of a powerful antibacterial detergent quite differently than a housewife. He might look for its antibacterial properties while a housewife may be concentrating on its fragrance.