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The attitude toward the advertisement is defined “as a predisposition to respond in favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion ”. The range of feelings generated by advertisements is broad and spreads from contentment to repulsion. Those feelings can have a direct impact on brand attitudes. It is really important for advertisers to generate a feeling that will modify the buyer’s attitude tow... ... middle of paper ... ...vertisers to be familiar with those concepts and to understand their implications. Works Cited: SOLOMON M, Consumer behaviour: a European perspective, 1999, Prentice Hall EAST R., Consumer Behaviour: Advances and applications in marketing, 1997, Prentice Hall.
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2. Advertising effectiveness: Advertising effectiveness refer to the changes that advertising causes in the mental or physical state or activities of the recipient of an ad (Jellis Gerard). According to Fraser (1994), the general term ‘effectiveness’ “is a measure of the match between stated goals and their achievements” 3. Effective Advertisements: Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle& Saunders, 1990). 4.Post-Testing of Advertisements: These methods are used to test advertisements after broad casting and launching them.
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