PT - JOURNAL ARTICLE AU - Abhilasha Mehta TI - Advertising Attitudes and Advertising Effectiveness AID - 10.2501/JAR-40-3-67-72 DP - 2000 May 01 TA - Journal of Advertising Research PG - 67--72 VI - 40 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/40/3/67.short 4100 - http://www.journalofadvertisingresearch.com/content/40/3/67.full SO - J Advert Res2000 May 01; 40 AB - 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. The implications are discussed here.