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Advertising beliefs are the building blocks of attitude toward advertising in general. Advertising has to rise above from just being a source of information. This means that advertisement contents and appeals used need more thinking. The advertising strategies must be based on identifying and anticipating the belief factors regarding advertising and the aspirations of the consumers. The macro goal of advertisers should be to develop messages that can best market their products while building positive attitudes toward advertising. Such attitudes can influence an individual s attitude toward specific advertisements, the brand and ultimately the purchase. People with more favourable attitudes toward advertising in general find specific advertisements more acceptable, informative and enjoyable. To foster positive attitudes, the informative and entertainment value of advertising should be increased. This study also corroborates the view that, to be effective, advertisements should be informative, entertaining and credible. The importance of psychographic variables in determining the attitude toward advertising has been brought to the fore by the study.