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A study compared advertising media usage, advertising reach, and consumers' attitudes toward advertising in Israel and the United States. The study used data gathered from an Israeli survey of 1,600 consumers and an American survey of 1,500 consumers. The findings revealed that the press was the dominant advertising medium in both countries, in terms of advertising expenditures and reach. In Israel, radio was the second largest medium (due largely to the fact that there is no commercial television in that nation), while in the United States, radio ranked third. Attitudes toward advertising were also similar in the two nations--60% of the Israelis and 58% of the Americans surveyed felt that advertising often presented an untruthful picture of the product being sold. On the other hand, 62% of the Israelis and 89% of the Americans said that advertising was essential. In terms of differences, Israeli newspaper and magazine advertisements seemed ineffective when compared to the American counterpart and the Israelis tended to use cinema as an advertising medium more than the Americans. (FL)