Measures overall consumer attitude toward a specific advertisement — whether the ad itself is liked, regardless of the brand or product it features. One of the most widely used dependent variables in advertising research. A positive Aad is a strong predictor of brand attitude and purchase intention via the dual mediation hypothesis.
Muehling, D.D., & McCann, M. (1993). Attitude toward the ad: A review. Journal of Advertising, 22(4), 25–58.
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