Attitudes Toward the Advertisement

The Attitude Toward the Advertisement is Defined as a Predisposition to Respond in a Favorable or Unfavorable Manner to a Particular Advertising Stimulus During a Particular Exposure Occasion.

Determinants Include:

Attitude Toward Advertiser

Mood Evoked by the Ad

Degree to Which the Ad Affects Viewers’ Arousal Levels

Evaluations

of the

Ad Execution

Itself

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