Advertising Attitudes and Advertising Effectiveness

Abhilasha Mehta

Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favourable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them.

Advertising Attitudes and Advertising Effectiveness

Abhilasha MehtaGallup & Robinson. Inc

INTRODUCTION

Executional and media factors significantly influence advertising performance. Substantial research is conducted to determine the most effective creative executions and media dollars allocations. Individual personality variables and attitudinal orientations as factors influencing advertising effectiveness have received less attention in the industry. While researchers have explored consumer attitudes to advertising in general, they have not evaluated how these attitudes affect response to specific advertising.

In the context of real-world copy testing, do general attitudes toward advertising influence advertising reactions? If so, in what ways? This study has been designed...

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