Advertising attitudes and advertising effectiveness

被引：182

作者：

Mehta, A ^{[1
]}

机构：

[1] Gallup & Robinson Inc, Pennington, NJ 08534 USA

来源：

JOURNAL OF ADVERTISING RESEARCH | 2000年 / 40卷 / 03期

关键词：

D O I：

10.2501/JAR-40-3-67-72

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with move favorable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them. The implications ave discussed here.

引用

页码：67 / 72

页数：6

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