Attitude towards Advertisements : An Empirical Study on the Antecedents

Advertising can be used both for short term benefits like creating awareness, conveying information etc., and for long term benefits like building brand image and reputation to the brands. But, it is estimated that only half of all the advertisements actually result in positive effects on the consumers’ purchase behavior. So, there should be a better understanding about the consumers’ preferences before designing ads so that it reaches the prospective customers and in turn results in a sale. The purpose of the research study is to investigate the factors that influence youth’s attitude towards advertisements and its effect on the likelihood of adopting appropriate behavior. Structural equation modeling (SEM) is used to assess the influence of the factors on attitude towards advertising. It is found that among the four factors studied, only credibility, informative and leasure/hedonic factors influence attitude towards the advertisement