TY - JOUR T1 - Advertising Attitudes and Advertising Effectiveness JF - Journal of Advertising Research JO - J Advert Res SP - 67 LP - 72 DO - 10.2501/JAR-40-3-67-72 VL - 40 IS - 3 AU - Abhilasha Mehta Y1 - 2000/05/01 UR - http://www.journalofadvertisingresearch.com/content/40/3/67.abstract N2 - 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. ER -