The Relationships: Attitude Toward Advertisements
The attitude-toward-the-ad (Aad) is a crucial construct in reaching consumers: it influences the ad's effectiveness, purchase intentions and brand attitudes (15).
The five proposed factors that affect an individual's perception of an advertisement are:
Phelps and Thorson provided interesting evidence that Aad even influences attitudes toward advertised brands (19).
Consumers have to ability and power to "feel" about an ad any way they choose.
However, for the advertiser, scoring an "A" on the above criteria with consumers--as well as maintaining the independence of their brand from any negative affect associated with advertising--is a challenge. Therefore, those ads that maintain positive mental positioning with consumers have to reach the consumers emotionally, humorously--or whatever the advertiser's "magic formula" may be. This requires not only strategic conceptual planning, but exceptional creativity as well.
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