search query: @author Mehta, A. / total: 4
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| Author: | Mehta, A. |
| Title: | Advertising attitudes and advertising effectiveness |
| Journal: | Journal of Advertising Research
2000 : MAY-JUN, VOL. 40:3, p. 67-72 |
| Index terms: | ADVERTISING CONSUMERS METHODOLOGY |
| Language: | eng |
| Abstract: | Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favorable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them. The implications are discussed here. Executional and media factors significantly influence advertising performance. Substantial research is conducted to determine the most effective creative executions and media dollars allocations. |
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