CHAPTER ONE

INTRODUCTION

Attitude toward advertising have been studied by the researchers from various perspectives. Attitude towards advertising is an important concept as it is one of the determinants of attitude towards specific advertisements and can influence the way a consumer will respond to any particular advertising.

Bauer & Greyser, (1968) provide evidence that overall attitudes toward advertising in general are influenced by beliefs toward advertising in general. In turn, it is suggested that a relationship exists between consumers’ overall attitudes toward advertising and reasons why certain ads are considered informative, enjoyable, annoying, or offensive. There is a wealth of research on public attitudes to advertising, with studies motivated by various factors. Advertising’s visible and pervasive role in everyday life has attracted the attention of public opinion researchers, while marketers are concerned that public attitudes to advertising may influence perceptions about the need for government regulation (Pollay and Mittal, 1993). Bauer and Greyser’s (1968) classic study of American attitudes to advertising found that these general attitudes were related to respondents’ rating of specific ads as informative, enjoyable, annoying or offensive.

Attitude as one of the internal environmental factors, can affect a person’s decision to purchase the product. Consumer attitude is a response or assessment given by consumers consistently, favorable or unfavorable, positive or negative, like it or not, agree or not to an object. Attitudes have significance role in making marketing decisions and there is a strong tendency to assume that this attitude as the most powerful factor for predicting the future behavior and can help companies predict product demand and to develop appropriate marketing programs. One’s attitude toward the product attributes may vary due to the belief and evaluation of the product attributes. Besides, there are other factors that influence that will ultimately determine his interest in buying a product, namely the external factors are reflected in the individual influence of others on the behavior of the decisions taken, such as family members, other people, peers and vendors(Ramdhan et al, 2012). Advertising and promotion are an integral part of our social and economic systems. Advertising has evolved into a vital communications system for both consumers and businesses. Popular advertising campaigns attract consumers’ attention and can help generate sales for a company.

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