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OBJECTIVE OF THE STUDY Previous marketing research on the relationship between consumer involvement and hedonic and utilitarian dimension has mostly concentrated on products and brands, rather than advertising attributes. Furthermore, advertising effectiveness has often been assessed from a single perspective, such as attitude toward the ad. Therefore this thesis is focused on the relationship between consumer involvement and hedonic and utilitarian ad attributes, and on how these are linked to overall advertising effectiveness. Furthermore, the context of advertising on tablet devices is considered. METHODOLOGY A quantitative research approach was employed. In total 101 tablet device users filled a survey based on an advertisement they were shown. The survey consisted of 18 Likert-type scale questions regarding consumer involvement, hedonic and utilitarian dimensions and overall advertising effectiveness. The data was analyzed through variance-based Partial Least Squares approach to structural equation modeling