Linhart, Zdeněk <br/><br/>
Why measure attitudes toward specific types of advertising in international contexts? 

 -  2023.<br/>							 
<br/><br/> 47 
<br/><br/> This paper aims to demonstrate that the construct of attitude toward advertising in general (AAG) might be misleading for the evaluation of marketing and advertising efficiency because it depends on the references consumers have in mind due to the main advertising practices in their country. The efficiency of marketing and advertising is evaluated based on the difference between the traditional constructs of attitude toward advertising (AAD) and attitude toward advertising in general (AAG). Two studies were conducted accordingly on the attitude toward a specific type of advertising in general (AST/AG), looking first at data from the Czech Republic (Study 1) and then incorporating data from four countries (Study 2). The results demonstrated that AST/AG is a more stable and precise measure than AAG. The missed AST/AG could have been caused by the differences in the portfolio of media in the target countries, which may impact new media technologies. Therefore, the study’s measure and methodology can help to discover and confirm the size of losses of strategies or campaigns if AST/AG is ignored.