RT Journal Article SR Electronic T1 Advertising Attitudes and Advertising Effectiveness JF Journal of Advertising Research JO J Advert Res FD WARC SP 67 OP 72 DO 10.2501/JAR-40-3-67-72 VO 40 IS 3 A1 Mehta, Abhilasha YR 2000 UL http://www.journalofadvertisingresearch.com/content/40/3/67.abstract 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.